The objective of this eBook is to bring service experience co-creation into the spotlight and to present state-of-the-art research that advances our understanding of this phenomenon and provides future directions for researchers and practitioners. As a whole, this eBook serves as an opening to...

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 purpose of this paper is to identify which consumption practices lead to the co-creation of collective service experiences and to outline a conceptual framework for their understanding. Design/methodology/approach – The authors use a multiple case vignette approach combining...