Fresh perspectives on customer experience

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.