Purpose The purpose of this paper is to synthesize findings from health care research with those in service research to identify key conceptualizations of the changing role of the health care customer, to identify gaps in theory, and to propose a compelling research agenda....

Purpose – The purpose of this paper is to examine customers’ use experiences in a smartphone application (app) context. Apps have emerged as popular tools among marketing practitioners. In service research, however, smartphone apps, and their customers’ use experiences, have received...

Purpose – The collective, interactive aspects of service experience are increasingly evident in contemporary research and practice, but no integrative analysis of this phenomenon has been conducted until now. The purpose of this paper is to conceptualize service experience co-creation and...