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Fresh perspectives on customer experience

Janet R. McColl-Kennedy (UQ Business School, University of Queensland, Brisbane, Australia)
Anders Gustafsson (Service Research Center, Karlstad University, Karlstad, Sweden)
Elina Jaakkola (School of Economics, University of Turku, Turku, Finland)
Phil Klaus (Business School, Brunel University, London, UK)
Zoe Jane Radnor (School of Business and Economics, Loughborough University, Loughborough, UK)
Helen Perks (Business School, Nottingham University, Nottingham, UK)
Margareta Friman (Service Research Center, Karlstad University, Karlstad, Sweden)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 14 September 2015



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.



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.



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