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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)