Fresh perspectives on customer experience
Abstract
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.
Keywords
Citation
McColl-Kennedy, J.R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z.J., Perks, H. and Friman, M. (2015), "Fresh perspectives on customer experience", Journal of Services Marketing, Vol. 29 No. 6/7, pp. 430-435. https://doi.org/10.1108/JSM-01-2015-0054
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited