Fresh perspectives on customer experience
journal contributionposted on 2015-11-10, 09:24 authored by Janet R. McColl-Kennedy, Anders Gustafsson, Jaakkola Jaakkola, Philipp Klaus, Zoe Radnor, Helen Perks, Margareta Friman
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.
- Business and Economics
Published inJournal of Services Marketing
Pages430 - 435
CitationMCCOLL-KENNEDY, J.R. ... et al., 2015. Fresh perspectives on customer experience. Journal of Services Marketing, 29(6-7), pp. 430-435.
Publisher© Emerald Group Publishing Limited
- AM (Accepted Manuscript)
Publisher statementThis work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/
NotesThis article is © Emerald Group Publishing and permission has been granted for this version to appear here https://dspace.lboro.ac.uk/dspace-jspui/handle/2134/19348. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited. The definitive version is available at: http://dx.doi.org/10.1108/JSM-01-2015-0054