Janet R. McColl-Kennedy, The University of Queensland
Anders Gustafsson, Karlstad University
Elina Jaakkola, Turku School of Economics
Phil Klaus, Brunel University London
Zoe Radnor, Loughborough University
Helen Perks, Nottingham University
Margareta Friman, Karlstad University

Purpose – The purpose is to provide directions for future research on: (1) broadening the role of customers in customer experience; (2) taking a practice-based approach to customer experience; and (3) 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.