Special Issue in Journal of Business Research.

Towards Impactful Customer Experiences in Service

Guest editors: De Keyser A, Jaakkola E, Verleye K, Becker L, & Alexander M.

Deadline: 30 November 2022

The goal of this special issue (SI) is to advance the burgeoning customer experience (CX) field by publishing research that aids organizations in delivering impactful CXs. The SI focuses on examining how an organization’s CX-focus can translate into value for customer, the organization and its stakeholders, and society at large.

The CX idea has entered the service field at an unprecedented speed, and literature increasingly agrees on what CX is and what it is not (cf. Lemon and Verhoef 2016; Becker and Jaakkola 2020; De Keyser et al. 2020). CX is now widely embraced in academic literature and business practice as it is positively associated with many key outcomes like brand/firm awareness, customer satisfaction and retention, and customer value. However, the multidimensional, and elusive nature of the concept continues to be challenging to organizations both in the implementation and assessment of impact. While CX sits atop the managerial agenda, many organizations struggle to walk the talk. A recent survey by Harvard Business Review Analytic Services (2021), for instance, shows that, while many managers indicated CX as their top priority, only 17% rated themselves as CX leaders today.

Against this background, this special issue invites submissions that tackle questions related to delivering impactful CXs. We welcome research from different disciplines and are open to both conceptual and empirical work. Potential questions of interest include but are not limited to:
– How can CX impact be understood and measured?
– What does impactful CX mean for customers, users, and/or other beneficiaries?
– What CX measurement methods can be used in what circumstances?
– How can organizations capture the return-on-CX investments?
– How can organizations best organize to become CX-focused?
– What role can service design play in generating impactful CX in service?
– How do service business models affect the impact that CX generates for organizations?
– How can service technology infusion contribute to impactful CX?
– What is the impact of the CX on key outcomes in service?
– What are the key contextual contingencies for the impact of CX?
– How does CX affect customer value and engagement over time?
– Under which conditions does CX boost the firm performance?
– What are the challenges of implementing impactful CX strategies?
– In what ways can impactful CX contribute to a better world?

Papers submitted will undergo a double-blind review process, and must adhere to the guidelines of JBR. All manuscripts should be submitted through the JBR online submission system and select ‘Special Issue: Impactful CX in Service’ as manuscript type.

The SI would particularly welcome submissions from the ‘Customer Experience and Journeys’ track at SERVSIG2022, but is open to any author team submission.

For more information, you may contact the guest editors.

Full call available here.