Furthermore, customers may derive value (or lose value) at any time during the customer
experience. Pleasure – and hence hedonic value – may be realised in looking forward to a
night at the theatre. Fond memories and nostalgia may continue to provide value long after a
cherished possession is gone. These perspectives give rise to an extended view of customer
value beyond the narrower perspectives of value-in-exchange, value-in-possession and valuein-use.