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Fresh perspectives on customer experience
Univ Queensland, UQ Business Sch, Mkt, Brisbane, Qld, Australia..
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center. ..
Univ Turku, Sch Econ, Turku, Finland..
Brunel Univ, Sch Business, London, England..
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2015 (English)In: Journal of Services Marketing, ISSN 0887-6045, E-ISSN 0887-6045, Vol. 29, no 6-7, p. 430-435Article in journal (Refereed) Published
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Abstract [en]

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.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2015. Vol. 29, no 6-7, p. 430-435
Keywords [en]
Dynamic, Customer experience, Practice-based approach, Customer role, Holistic
National Category
Business Administration Psychology
Research subject
Business Administration; Psychology
Identifiers
URN: urn:nbn:se:kau:diva-41129DOI: 10.1108/JSM-01-2015-0054ISI: 000369386100003OAI: oai:DiVA.org:kau-41129DiVA, id: diva2:914202
Available from: 2016-03-23 Created: 2016-03-23 Last updated: 2017-11-30Bibliographically approved

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Gustafsson, AndersFriman, Margareta

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