Table 7 Directions for future research... | Emerald Publishing

Table 7

Directions for future research

	Future research: customer ecosystems	Future research: customer experiences
Customer ecosystem as a lens on CX	How does this lens apply to business customer contexts? What is the role of customer ecosystems in engagement and value creation?	What can we learn about the dynamic and holistic nature of CXs by applying a customer ecosystem lens? In what circumstances is this lens useful?
Customer ecosystem actors	How do these actor categories apply to other settings? What other actor categories can be identified in customers’ ecosystems? How do single versus collective actors enter the customer ecosystem? In what ways do customers define the relevance of and prioritize actors in their ecosystem?	How do the influences of single versus collective and human versus non-human actors on the CX differ? How does the number of included actors impact the CX, e.g. crowded versus spacious ecosystems? What types of actors drive the CX in other empirical settings?
Customer ecosystem actor constellations	How do these actor constellations apply to different settings? What other customer ecosystem types can be identified? How static/dynamic are these customer ecosystem types? Are focal customers’ actor constellations related to a specific service similar when related to other services? How do actor relationships, their interactions, and actor strength influence CX?	In what ways do specific actor constellations (e.g. combinations of peers and strangers) drive the CX? How does a swift versus a gradual shift in the actor constellation drive the CX?

	Future research: customer ecosystems	Future research: customer experiences
Customer ecosystem as a lens on CX	How does this lens apply to business customer contexts? What is the role of customer ecosystems in engagement and value creation?	What can we learn about the dynamic and holistic nature of CXs by applying a customer ecosystem lens? In what circumstances is this lens useful?
Customer ecosystem actors	How do these actor categories apply to other settings? What other actor categories can be identified in customers’ ecosystems? How do single versus collective actors enter the customer ecosystem? In what ways do customers define the relevance of and prioritize actors in their ecosystem?	How do the influences of single versus collective and human versus non-human actors on the CX differ? How does the number of included actors impact the CX, e.g. crowded versus spacious ecosystems? What types of actors drive the CX in other empirical settings?
Customer ecosystem actor constellations	How do these actor constellations apply to different settings? What other customer ecosystem types can be identified? How static/dynamic are these customer ecosystem types? Are focal customers’ actor constellations related to a specific service similar when related to other services? How do actor relationships, their interactions, and actor strength influence CX?	In what ways do specific actor constellations (e.g. combinations of peers and strangers) drive the CX? How does a swift versus a gradual shift in the actor constellation drive the CX?