Fresh perspectives on customer experience

Purpose
- The purpose of this paper is to provide directions for future research on: broadening the role of customers in customer experience; taking a practice-based approach to customer experience; and 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.

Publication: 
The Journal of Service Marketing
Author: 
McColl-Kennedy, Janet R.; Gustafsson Anders; Jaakkola Elina; Klaus Phil; Radnor Zoe; Perks Helen; Friman Margareta
Document Type: 
Research
Paywall: 
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