IDEAS home Printed from https://ideas.repec.org/h/elg/eechap/21900_17.html
   My bibliography  Save this book chapter

Risky service experience? The role of risk in B2B customer journeys

In: Handbook of Service Experience

Author

Listed:
  • Ekaterina Panina
  • Elina Jaakkola
  • Harri Terho

Abstract

Although many contemporary service contexts involve a high sense of risk for the customer, existing customer experience research has seldom addressed the issue of risk. This chapter examines the role of risk in service experience, focusing on B2B customer journeys that encompass purchase and usage processes by multiple individuals. By integrating the conceptual elements of B2B customer experience with three alternative perspectives on risk, the chapter systematically examines how risk is linked to and potentially affects such experiences, building towards a research agenda. These findings suggest a direction for future empirical and conceptual research on risk in relation to service and customer experience.

Suggested Citation

  • Ekaterina Panina & Elina Jaakkola & Harri Terho, 2025. "Risky service experience? The role of risk in B2B customer journeys," Chapters, in: Per Kristensson & Lars Witell & Mohamed Zaki (ed.), Handbook of Service Experience, chapter 17, pages 229-244, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21900_17
    as

    Download full text from publisher

    File URL: https://www.elgaronline.com/doi/10.4337/9781035300198.00026
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:elg:eechap:21900_17. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Darrel McCalla (email available below). General contact details of provider: http://www.e-elgar.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.