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.

Publication Type:	Article
Additional Information:	© 2015 Emerald Group Publishing Limited
Publisher Keywords:	Dynamic, Customer experience, Practice-based approach, Customer role, Holistic
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Departments:	Presidents's Portfolio
URI:	https://openaccess.city.ac.uk/id/eprint/20635

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