COMMUNICATION IN IMAGE BUILDING IN THE EXPERIENCE INDUSTRY - CASE STUDY: STAR BOWLING PLANET AB

Abstract: The Experience industry is a relatively new word given to the new trend of living that has developed whereby, many more people in the world have begun shifting their expenditure to goods and activities that they can derive memorable experiences and pleasure from. Being a very new industry, with the word „Experience industry‟, first mentioned in 1990 not much has been done in relation to the functioning and especially image building in this industry. The research thus focuses on how companies in the experience industry use communication to build and maintain a good image as compared to other ordinary industries. A qualitative interview method has been used through a Case Study – Star Bowling Planet AB. The empirical findings reveal that Star Bowling does not do as much communication geared towards image building as companies in the ordinary industries. They rely basically on the quality of their services and advertising on the media to get the customers they need. Even with this, sales is on the rise and the customers seem to be indifferent about the image of the company and will return to Star Bowling even if they find other places that offer the same services. The findings thus reveal that this company in the experience industry do not need to do as much communication geared towards image building as ordinary manufacturing or service industries do to remain in the market.