All Stories

  1. Conducting Luxury Research: Methodological Foundations and Standards

    Article • Psychology and Marketing, August 2026, Wiley

    Professor Anders Gustafsson, Christian Kowalkowski

  2. Process and outcome frames in firms’ environmental posts and consumer engagement

    Article • Journal of the Academy of Marketing Science, July 2026, Springer Science + Business Media

    Professor Anders Gustafsson

  3. Reclaiming Marketplace Inclusion as a Marketing Imperative

    Article • Journal of Marketing & Public Policy, June 2026, SAGE Publications

    Professor Anders Gustafsson

  4. An empirics-first approach to problem formulation in service research: an illustration using the Cynefin framework

    Article • Journal of Service Management, June 2026, Emerald

    Professor Anders Gustafsson

  5. The concept of marketing and its mismatch with academic practice

    Article • AMS Review, April 2026, Springer Science + Business Media

    Professor Anders Gustafsson

  6. Qualitative research methods in services: looking back, critically within and a trajectory forward

    Article • September 2024, Edward Elgar Publishing

    Professor Anders Gustafsson

  7. Paradoxes, challenges, and opportunities in the context of ethical customer experience management

    Article • Psychology and Marketing, July 2024, Wiley

    Professor Anders Gustafsson

  8. Commentary: Customer-Perceived Innovation: Considerations for Financial Performance and Methodological Approaches

    Article • Journal of Service Research, May 2024, SAGE Publications

    Professor Anders Gustafsson

  9. The impact of corporate social irresponsibility on prosocial consumer behavior

    Article • Journal of the Academy of Marketing Science, April 2024, Springer Science + Business Media

    Professor Anders Gustafsson

  10. Customer experience (CX), employee experience (EX) and human experience (HX): introductions, interactions and interdisciplinary implications

    Article • Journal of Service Management, April 2024, Emerald

    Professor Anders Gustafsson

  11. The Influence of Corporate Social Responsibility on Stakeholders in Different Business Contexts

    Article • Journal of Service Research, October 2023, SAGE Publications

    Professor Anders Gustafsson

  12. The clock is ticking—Or is it? Customer satisfaction response to waiting shorter vs. longer than expected during a service encounter

    Article • Journal of Retailing, June 2023, Elsevier

    Professor Anders Gustafsson

  13. Consumer response to online behavioral advertising in a social media context: The role of perceived ad complicity

    Article • Psychology and Marketing, June 2022, Wiley

    Professor Anders Gustafsson

  14. Managing a Global Retail Brand in Different Markets: Meta-Analyses of Customer Responses to Service Encounters

    Article • Journal of Retailing, June 2022, Elsevier

    Professor Anders Gustafsson

  15. Consumer lying behavior in service encounters

    Article • Journal of Business Research, March 2022, Elsevier

    Professor Anders Gustafsson

  16. How do corporate social responsibility (CSR) and innovativeness increase financial gains? A customer perspective analysis

    Article • Journal of Business Research, February 2022, Elsevier

    Professor Anders Gustafsson

  17. Service Research Priorities: Designing Sustainable Service Ecosystems

    Article • Journal of Service Research, September 2021, SAGE Publications

    Professor Anders Gustafsson

  18. Service Research Priorities: Managing and Delivering Service in Turbulent Times

    Article • Journal of Service Research, July 2021, SAGE Publications

    Professor Anders Gustafsson

  19. What can we learn from #StopHateForProfit boycott regarding corporate social irresponsibility and corporate social responsibility?

    Article • Journal of Business Research, July 2021, Elsevier

    Professor Anders Gustafsson

  20. How customer experience management reconciles strategy differences between East and West

    Article • Journal of Global Scholars of Marketing Science, June 2021, Taylor & Francis

    Lars Witell, Professor Anders Gustafsson

  21. Fostering collaborative research for customer experience –Connecting academic and practitioner worlds

    Article • Journal of Business Research, June 2021, Elsevier

    Professor Anders Gustafsson

  22. Mapping of journal of services marketing themes: a retrospective overview using bibliometric analysis

    Article • Journal of Services Marketing, May 2021, Emerald

    Professor Anders Gustafsson

  23. Effects of COVID-19 on business and research

    Article • Journal of Business Research, September 2020, Elsevier

    Professor Anders Gustafsson

  24. Investigating the emerging COVID-19 research trends in the field of business and management: A bibliometric analysis approach

    Article • Journal of Business Research, September 2020, Elsevier

    Professor Anders Gustafsson

  25. Fostering collaborative research for customer experience – Connecting academic and practitioner worlds

    Article • Journal of Business Research, August 2020, Elsevier

    Professor Anders Gustafsson

  26. Guest editorial: Emerging fields in service research

    Article • Journal of Service Management, July 2020, Emerald

    Professor Anders Gustafsson

  27. Should I Touch the Customer? Rethinking Interpersonal Touch Effects from the Perspective of the Touch Initiator

    Article • Journal of Consumer Research, April 2020, Oxford University Press (OUP)

    Professor Anders Gustafsson

  28. Service Innovation: A New Conceptualization and Path Forward

    Article • Journal of Service Research, March 2020, SAGE Publications

    Professor Anders Gustafsson

  29. Editorial: a new dawn for qualitative service research

    Article • Journal of Services Marketing, February 2020, Emerald

    Professor and Head of Department Maria Holmlund, Lars Witell, Professor Anders Gustafsson

  30. Viewpoint: getting your qualitative service research published

    Article • Journal of Services Marketing, February 2020, Emerald

    Professor and Head of Department Maria Holmlund, Lars Witell, Professor Anders Gustafsson

  31. The great game of business: Advancing knowledge on gamification in business contexts

    Article • Journal of Business Research, January 2020, Elsevier

    Professor Anders Gustafsson

  32. Look but Don’t Touch! The Impact of Active Interpersonal Haptic Blocking on Compensatory Touch and Purchase Behavior

    Article • Journal of Retailing, December 2019, Elsevier

    Professor Anders Gustafsson

  33. Neuroscience in service research: an overview and discussion of its possibilities

    Article • Journal of Service Management, November 2019, Emerald

    Professor Anders Gustafsson

  34. The use of electrodermal activity (EDA) measurement to understand consumer emotions – A literature review and a call for action

    Article • Journal of Business Research, November 2019, Elsevier

    Professor Anders Gustafsson

  35. Customer deviance: A framework, prevention strategies, and opportunities for future research

    Article • Journal of Business Research, November 2019, Elsevier

    Professor Anders Gustafsson

  36. Creating brand engagement through in-store gamified customer experiences

    Article • Journal of Retailing and Consumer Services, September 2019, Elsevier

    Professor Anders Gustafsson

  37. Incremental and radical open service innovation

    Article • Journal of Services Marketing, April 2018, Emerald

    Lars Witell, Professor Anders Gustafsson

  38. The Abercrombie & Fitch Effect: The Impact of Physical Dominance on Male Customers' Status-Signaling Consumption

    Article • Journal of Marketing Research, February 2018, SAGE Publications

    Anders Gustafsson, Professor Anders Gustafsson

  39. Upframing Service Design and Innovation for Research Impact

    Article • Journal of Service Research, December 2017, SAGE Publications

    Lia Patricio, Professor Anders Gustafsson

  40. Network orchestration for value platform development

    Article • Industrial Marketing Management, November 2017, Elsevier

    Lars Witell, Christian Kowalkowski, Professor Anders Gustafsson

  41. Organizational capabilities for pay-per-use services in product-oriented companies

    Article • International Journal of Production Economics, October 2017, Elsevier

    Professor Anders Gustafsson

  42. The curious case of interdisciplinary research deficiency: Cause or symptom of what truly ails us?

    Article • Journal of Business Research, October 2017, Elsevier

    Professor Anders Gustafsson

  43. Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens

    Article • Journal of Business Research, April 2017, Elsevier

    Professor Anders Gustafsson

  44. Defining service innovation: A review and synthesis

    Article • Journal of Business Research, August 2016, Elsevier

    Lars Witell, Professor Anders Gustafsson

  45. Fostering a trans-disciplinary perspectives of service ecosystems

    Article • Journal of Business Research, August 2016, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo, Professor Anders Gustafsson

  46. Identifying categories of service innovation: A review and synthesis of the literature

    Article • Journal of Business Research, July 2016, Elsevier

    Lars Witell, Professor Anders Gustafsson

  47. Service innovation, renewal, and adoption/rejection in dynamic global contexts

    Article • Journal of Business Research, July 2016, Elsevier

    Professor Anders Gustafsson

  48. The effect of frontline employees’ personal self-disclosure on consumers’ encounter experience

    Article • Journal of Retailing and Consumer Services, May 2016, Elsevier

    Professor Anders Gustafsson

  49. Enhancing theory development in service research

    Article • Journal of Service Management, March 2016, Emerald

    Professor Anders Gustafsson

  50. Developing service research – paving the way to transdisciplinary research

    Article • Journal of Service Management, March 2016, Emerald

    Professor Cristina Mele, Professor Anders Gustafsson

  51. Eye-tracking customers' visual attention in the wild: Dynamic gaze behavior moderates the effect of store familiarity on navigational fluency

    Article • Journal of Retailing and Consumer Services, January 2016, Elsevier

    Professor Anders Gustafsson

  52. In-Store Gamification: Testing a Location-Based Treasure Hunt App in a Real Retailing Environment

    Article • January 2016, Institute of Electrical & Electronics Engineers (IEEE)

    Professor Anders Gustafsson

  53. Conducting service research that matters

    Article • Journal of Services Marketing, September 2015, Emerald

    Lerzan Aksoy, Professor Anders Gustafsson, Lars Witell

  54. Fresh perspectives on customer experience

    Article • Journal of Services Marketing, September 2015, Emerald

    Prof Dr Phil Klaus, Professor Anders Gustafsson

  55. Service manoeuvres to overcome challenges of servitisation in a value network

    Article • Production Planning & Control, May 2015, Taylor & Francis

    Lars Witell, Professor Anders Gustafsson

  56. Strategic brand management: Archetypes for managing brands through paradoxes

    Article • Journal of Business Research, February 2015, Elsevier

    Professor Anders Gustafsson

  57. Heuristics and resource depletion: eye-tracking customers’ in situ gaze behavior in the field

    Article • Journal of Business Research, January 2015, Elsevier

    Professor Anders Gustafsson

  58. Does Service Employees’ Appearance Affect the Healthiness of Food Choice?

    Article • Psychology and Marketing, December 2014, Wiley

    Professor Anders Gustafsson, Professor Sabine Benoit

  59. The effect of customer information during new product development on profits from goods and services

    Article • European Journal of Marketing, September 2014, Emerald

    Anders Gustafsson, Lars Witell, Professor Anders Gustafsson

  60. Vision (im)possible? The effects of in-store signage on customers’ visual attention

    Article • Journal of Retailing and Consumer Services, September 2014, Elsevier

    Professor Anders Gustafsson

  61. Turning customer satisfaction measurements into action

    Article • Journal of Service Management, August 2014, Emerald

    Professor Anders Gustafsson, Anders Gustafsson, Lars Witell, Dr Line Lervik-Olsen

  62. Guest editorial

    Article • Journal of Service Management, August 2014, Emerald

    Professor Anders Gustafsson

  63. Small details that make big differences

    Article • Journal of Service Management, April 2014, Emerald

    Professor Anders Gustafsson

  64. An Extended Method to Measure Overall Consumer Satisfaction with Packaging

    Article • Packaging Technology and Science, February 2014, Wiley

    Professor Anders Gustafsson

  65. COMPETETING CATEGORIES OF SERVICE INNOVATION

    Article • January 2014, Global Alliance of Marketing and Management Associations

    Professor Anders Gustafsson, Lars Witell

  66. Servitization of Capital Equipment Providers in the Pulp and Paper Industry

    Article • January 2014, Springer Science + Business Media

    Professor Anders Gustafsson, Lars Witell

  67. Left isn't always right: placement of pictorial and textual package elements

    Article • British Food Journal, August 2013, Emerald

    Professor Anders Gustafsson, Anders Gustafsson

  68. Relationship Characteristics and Cash Flow Variability: Implications for Satisfaction, Loyalty, and Customer Portfolio Management

    Article • Journal of Service Research, January 2013, SAGE Publications

    Professor Anders Gustafsson

  69. Any way goes: Identifying value constellations for service infusion in SMEs

    Article • Industrial Marketing Management, January 2013, Elsevier

    Christian Kowalkowski, Lars Witell, Professor Anders Gustafsson

  70. Let the music play or not: The influence of background music on consumer behavior

    Article • Journal of Retailing and Consumer Services, November 2012, Elsevier

    Professor Anders Gustafsson

  71. Co-creation with customers

    Article • Journal of Service Management, June 2012, Emerald

    Per Kristensson, Anders Gustafsson, Lars Witell, Professor Anders Gustafsson

  72. Reasons for household food waste with special attention to packaging

    Article • Journal of Cleaner Production, March 2012, Elsevier

    Professor Anders Gustafsson

  73. Competitive advantage through service differentiation by manufacturing companies

    Article • Journal of Business Research, December 2011, Elsevier

    Lars Witell, Professor Anders Gustafsson

  74. The influence of active and passive customer behavior on switching in customer relationships

    Article • Managing Service Quality, September 2011, Emerald

    Anders Gustafsson, Professor Anders Gustafsson

  75. A Cross-National Investigation into the Marketing Department's Influence Within the Firm: Toward Initial Empirical Generalizations

    Article • Journal of International Marketing, September 2011, American Marketing Association (AMA)

    Professor Anders Gustafsson

  76. «Customer Integration in New Service Development: Experiences from Sweden»

    Article • June 2011, Carl Hanser Verlag

    Lars Witell, Professor Anders Gustafsson

  77. Idea generation: customer co‐creation versus traditional market research techniques

    Article • Journal of Service Management, April 2011, Emerald

    Lars Witell, Professor Anders Gustafsson

  78. Theory of attractive quality and life cycles of quality attributes

    Article • The TQM Journal, March 2011, Emerald

    Anders Gustafsson, Lars Witell, Professor Anders Gustafsson

  79. Identifying ideas of attractive quality in the innovation process

    Article • The TQM Journal, January 2011, Emerald

    Anders Gustafsson, Lars Witell, Professor Anders Gustafsson

  80. Collaboration with Customers - Understanding the Effect of Customer-Company Interaction in New Product Development

    Article • January 2011, Institute of Electrical & Electronics Engineers (IEEE)

    Per Kristensson, Anders Gustafsson, Lars Witell, Professor Anders Gustafsson

  81. Service strategies in a supply chain

    Article • Journal of Service Management, August 2010, Emerald

    Anders Gustafsson, Lars Witell, Professor Anders Gustafsson

  82. Improving the prerequisites for customer satisfaction and performance

    Article • International Journal of Quality and Service Sciences, July 2010, Emerald

    Professor Anders Gustafsson

  83. How to create attractive and unique customer experiences

    Article • Marketing Intelligence & Planning, June 2010, Emerald

    Professor Anders Gustafsson

  84. Match or Mismatch: Strategy-Structure Configurations in the Service Business of Manufacturing Companies

    Article • Journal of Service Research, March 2010, SAGE Publications

    Lars Witell, Professor Anders Gustafsson

  85. Service Innovation and Customer Co-development

    Article • January 2010, Springer Science + Business Media

    Lars Witell, Professor Anders Gustafsson

  86. Customer satisfaction with service recovery

    Article • Journal of Business Research, November 2009, Elsevier

    Anders Gustafsson, Professor Anders Gustafsson

  87. Managerial Recommendations for Service Innovations in Different Product-Service Systems

    Article • January 2009, Springer Science + Business Media

    Anders Gustafsson, Lars Witell, Professor Anders Gustafsson

  88. Degree of service-orientation in the pulp and paper industry

    Article • International Journal of Services Technology and Management, January 2009, Inderscience Publishers

    Lars Witell, Professor Anders Gustafsson

  89. Customer satisfaction in the first and second moments of truth

    Article • Journal of Product & Brand Management, October 2008, Emerald

    Lars Witell, Professor Anders Gustafsson

  90. Understanding Frequent Switching Patterns

    Article • Journal of Service Research, August 2007, SAGE Publications

    Professor Anders Gustafsson

  91. Conjoint Measurement

    Article • January 2007, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  92. Conjoint Analysis as an Instrument of Market Research Practice

    Article • January 2007, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  93. Non-geometric Plackett-Burman Designs in Conjoint Analysis

    Article • January 2007, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  94. On the Influence of the Evaluation Methods in Conjoint Design - Some Empirical Results

    Article • January 2007, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  95. Involving Customers in New Service Development

    Article • October 2006

    Per Kristensson, Anders Gustafsson, Professor Anders Gustafsson

  96. Developing successful technology‐based services: the issue of identifying and involving innovative users

    Article • Journal of Services Marketing, August 2006, Emerald

    Professor Anders Gustafsson

  97. Defining relationship quality for customer‐driven business development

    Article • International Journal of Service Industry Management, March 2006, Emerald

    Professor Anders Gustafsson

  98. Involving Customers in New Service Development

    Article • January 2006, World Scientific Pub Co Pte Lt

    Per Kristensson, Professor Anders Gustafsson

  99. Challenges in New Service Development and Value Creation through Service

    Article • January 2006, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  100. The role of customer clubs in recent telecom relationships

    Article • International Journal of Service Industry Management, December 2005, Emerald

    Professor Anders Gustafsson

  101. The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention

    Article • Journal of Marketing, October 2005, American Marketing Association (AMA)

    Professor Anders Gustafsson

  102. QUIS 9 symposium – service excellence in management

    Article • International Journal of Service Industry Management, April 2005, Emerald

    Anders Gustafsson, Professor Anders Gustafsson

  103. Service portraits in service research: a critical review

    Article • International Journal of Service Industry Management, February 2005, Emerald

    Professor Anders Gustafsson

  104. Determining Attribute Importance in a Service Satisfaction Model

    Article • Journal of Service Research, November 2004, SAGE Publications

    Professor Anders Gustafsson

  105. Customer clubs in a relationship perspective: a telecom case

    Article • Managing Service Quality, April 2004, Emerald

    Anders Gustafsson, Professor Anders Gustafsson

  106. Customer Switching Patterns in Competitive and Noncompetitive Service Industries

    Article • Journal of Service Research, February 2004, SAGE Publications

    Professor Anders Gustafsson

  107. Harnessing the Creative Potential among Users*

    Article • Journal of Product Innovation Management, January 2004, Wiley

    Professor Anders Gustafsson

  108. The role of quality practices in service organizations

    Article • International Journal of Service Industry Management, May 2003, Emerald

    Professor Anders Gustafsson

  109. Non-geometric Plackett-Burman Designs in Conjoint Analysis

    Article • January 2003, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  110. Conjoint Analysis as an Instrument of Market Research Practice

    Article • January 2003, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  111. On the Influence of the Evaluation Methods in Conjoint Design — Some Empirical Results

    Article • January 2003, Springer Science + Business Media

    Professor Anders Gustafsson

  112. Comparing customer satisfaction across industries and countries

    Article • Journal of Economic Psychology, December 2002, Elsevier

    Anders Gustafsson, Professor Anders Gustafsson

  113. The evolution and future of national customer satisfaction index models

    Article • Journal of Economic Psychology, April 2001, Elsevier

    Professor Anders Gustafsson

  114. Non-geometric Plackett-Burman Designs in Conjoint Analysis

    Article • January 2001, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  115. Conjoint Analysis as an Instrument of Market Research Practice

    Article • January 2001, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  116. On the Influence of the Evaluation Methods in Conjoint Design — Some Empirical Results

    Article • January 2001, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  117. The effects of satisfaction and loyalty on profits and growth: Products versus services

    Article • Total Quality Management, September 2000, Taylor & Francis

    Tore Strandvik, Professor Anders Gustafsson

  118. Conjoint Measurement

    Article • January 2000, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  119. Non-geometric Plackett-Burman Designs in Conjoint Analysis

    Article • January 2000, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  120. Conjoint Analysis as an Instrument of Market Research Practice

    Article • January 2000, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  121. On the Influence of the Evaluation Methods in Conjoint Design — Some Empirical Results

    Article • January 2000, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  122. Customer‐oriented service development at SAS

    Article • Managing Service Quality, December 1999, Emerald

    Anders Gustafsson, Professor Anders Gustafsson

  123. Customer focused service development in practice – A case study at Scandinavian Airlines System (SAS)

    Article • International Journal of Service Industry Management, October 1999, Emerald

    Professor Anders Gustafsson

  124. Conjoint analysis: A useful tool in the design process

    Article • Total Quality Management, May 1999, Taylor & Francis

    Professor Anders Gustafsson

  125. The new quality tools

    Article • Total Quality Management, June 1997, Taylor & Francis

    Anders Gustafsson, Professor Anders Gustafsson

  126. Customer Retention in the Automotive Industry

    Article • January 1997, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  127. Linking Satisfaction to Design — A Key to Success for Volvo

    Article • January 1997, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  128. Improved Customer Satisfaction Is Volvo Priority

    Article • January 1997, Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  129. Customer Integration in Service Innovation

    Article • Edward Elgar Publishing

    Per Kristensson, Anders Gustafsson, Professor Anders Gustafsson

  130. Services Science with a Focus on Academia and Company Collaboration

    Article • Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  131. Success Factors in New Service Development and Value Creation through Services

    Article • Springer Science + Business Media

    Anders Gustafsson, Professor Anders Gustafsson

  132. New service development from the perspective of value co-creation in a service system

    Article • Edward Elgar Publishing

    Professor Anders Gustafsson, Lars Witell