Fresh perspectives on customer experience

Janet R. McColl-Kennedy; Anders Gustafsson; Elina Jaakkola; Phil Klaus; Zoe Jane Radnor; Helen Perks; Margareta Friman

doi:10.1108/JSM-01-2015-0054

Fresh perspectives on customer experience

Janet R. McColl-Kennedy^*
, Anders Gustafsson
, Elina Jaakkola
, Phil Klaus
, Zoe Jane Radnor
, Helen Perks
, Margareta Friman

^*Corresponding author for this work

College of Business and Social Sciences

University of Queensland
Karlstad University
University of Turku
Brunel University
University of Nottingham

Research output: Contribution to journal › Article › peer-review

209 Citations (SciVal)

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.

Original language	English
Pages (from-to)	430-435
Number of pages	6
Journal	Journal of Services Marketing
Volume	29
Issue number	6-7
DOIs	https://doi.org/10.1108/JSM-01-2015-0054
Publication status	Published - 14 Sept 2015

Keywords

Customer experience
Customer role
Dynamic
Holistic
Practice-based approach

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10.1108/JSM-01-2015-0054

https://repository.lboro.ac.uk/articles/journal_contribution/Fresh_perspectives_on_customer_experience/9502181?file=17128916Licence: CC BY-NC-ND 4.0

Cite this

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AU - Jaakkola, Elina

AU - Klaus, Phil

AU - Radnor, Zoe Jane

AU - Perks, Helen

AU - Friman, Margareta

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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.

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KW - Holistic

KW - Practice-based approach

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Fresh perspectives on customer experience

Abstract

Keywords

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