Fresh perspectives on customer experience
- 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.
- The approach is conceptual identifying current gaps in research on customer experience.
- The findings include a set of research questions and research agenda for future research on customer experience.
- This research suggests fresh perspectives for understanding the customer experience which can inspire future research and advance theory and managerial practice.