Scholarly understanding of customer journeys has evolved from a linear, single service provider perspective to encompass complex service delivery networks that involve multiple touchpoints governed by various service providers. This intricate setting often gives rise to experiential pain points...

Purpose: Commercial entities (e.g. health and life insurance, airlines and supermarkets) in different countries have recently begun to introduce wearable technology as part of the consumer journey and as a means of enhancing the business value chain. While a firm’s decision to adopt such new...