Bruce, Helen L, Krolikowska-Adamczyk, Ewa ORCID: 0000-0002-0739-2110 and Rooney, Tara (2023) Guest editorial. Investigating the effect of the physical context on customer experience. Journal of Services Marketing, 37 (6). pp. 689-699. ISSN 0887-6045 (doi:https://doi.org/10.1108/JSM-05-2023-0163)

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Abstract

Purpose – This editorial introduces a special issue of the Journal of Services Marketing, dedicated to papers discussing the effect of the physical context on customer experience. This study aims to identify diverse areas of extant knowledge, upon which researchers might draw when investigating the effect of the physical context on customer experience, to inform future research agendas.
Design/methodology/approach – Drawing on available literature, the authors argue that, as prior studies in diverse scholarly fields have explored the physical context, these bodies of knowledge may offer theories and constructs that meaningfully inform explorations of the effect of the physical context on customer experience.
Findings – The authors identify five marketing subdisciplines and six nonmarketing disciplines, each offering theories, constructs and perspectives which researchers might draw upon in future studies of the effects of the physical context on customer experience.
Originality/value – The authors develop a novel map which depicts the field of study of the effects of the physical context on customer experience, which scholars might use to inform future research design. In addition, the authors suggest several directions for future research.

Item Type:	Article
Uncontrolled Keywords:	customer experience; services marketing; physical context; cross-disciplinary research
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Tourism Research Centre
Last Modified:	03 Jul 2023 11:41
URI:	http://gala.gre.ac.uk/id/eprint/43123

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