TY  - JOUR
AB  - 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.
VL  - 29
IS  - 6/7
SN  - 0887-6045
DO  - 10.1108/JSM-01-2015-0054
UR  - https://doi.org/10.1108/JSM-01-2015-0054
AU  - McColl-Kennedy Janet R.
AU  - Gustafsson Anders
AU  - Jaakkola Elina
AU  - Klaus Phil
AU  - Radnor Zoe Jane
AU  - Perks Helen
AU  - Friman Margareta
PY  - 2015
Y1  - 2015/01/01
TI  - Fresh perspectives on customer experience
T2  - Journal of Services Marketing
PB  - Emerald Group Publishing Limited
SP  - 430
EP  - 435
Y2  - 2024/04/26
ER  -