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Guest Editorial: Investigating the effect of the physical context on customer experience

Helen L. Bruce (Lancaster University Management School, Lancaster University, Lancaster, UK)
Ewa Krolikowska (Greenwich Business School, University of Greenwich, London, UK)
Tara Rooney (College of Business, Technological University Dublin, Dublin, Ireland)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 19 June 2023

Issue publication date: 21 June 2023

491

Abstract

Purpose

This editorial introduces a special issue of the Journal of Services Marketing, dedicated to papers discussing the effect of the physical context on customer experience. This study aims to identify diverse areas of extant knowledge, upon which researchers might draw when investigating the effect of the physical context on customer experience, to inform future research agendas.

Design/methodology/approach

Drawing on available literature, the authors argue that, as prior studies in diverse scholarly fields have explored the physical context, these bodies of knowledge may offer theories and constructs that meaningfully inform explorations of the effect of the physical context on customer experience.

Findings

The authors identify five marketing subdisciplines and six nonmarketing disciplines, each offering theories, constructs and perspectives which researchers might draw upon in future studies of the effects of the physical context on customer experience.

Originality/value

The authors develop a novel map which depicts the field of study of the effects of the physical context on customer experience, which scholars might use to inform future research design. In addition, the authors suggest several directions for future research.

Keywords

Citation

Bruce, H.L., Krolikowska, E. and Rooney, T. (2023), "Guest Editorial: Investigating the effect of the physical context on customer experience", Journal of Services Marketing, Vol. 37 No. 6, pp. 689-699. https://doi.org/10.1108/JSM-05-2023-0163

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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