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Fresh perspectives on customer experience

McColl-Kennedy, Janet; Gustafsson, Anders; Jaakkola, Elina; Klaus, Phil; Radnor, Zoe; Perks, Helen; Friman, Margareta
Journal article, Peer reviewed
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URI
http://hdl.handle.net/11250/2374308
Date
2015
Metadata
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Original version
Journal of Services Marketing 2015, 26(6/7):430-435  
Abstract
Purpose – The purpose is to provide directions for future research on: (1) broadening the role of customers in customer experience; (2) taking a practice-based approach to customer experience; and (3) recognizing the holistic, dynamic nature of customer experience across all touch points and over time.

Design/methodology/approach – The approach is conceptual identifying current gaps in research on customer experience.

Findings – The findings include a set of research questions and research agenda for future research on customer experience.

Originality/value – This research suggests fresh perspectives for understanding the customer experience which can inspire future research and advance theory and managerial practice.
Description
This is the authors' accepted and refereed manuscript to the article
Publisher
Emerald
Journal
Journal of Services Marketing

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