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– 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.

– The approach is conceptual identifying current gaps in research on customer experience.

– The findings include a set of research questions and research agenda for future research on customer experience.

– This research suggests fresh perspectives for understanding the customer experience which can inspire future research and advance theory and managerial practice.