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

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dc.contributor.authorPanina, Ekaterina
dc.contributor.authorJaakkola, Elina
dc.contributor.authorTerho, Harri
dc.contributor.organizationfi=markkinointi|en=Marketing|
dc.contributor.organization-code1.2.246.10.2458963.20.50826905346
dc.converis.publication-id457784290
dc.converis.urlhttps://research.utu.fi/converis/portal/Publication/457784290
dc.date.accessioned2025-08-27T22:37:14Z
dc.date.available2025-08-27T22:37:14Z
dc.description.abstract<p>Although many prominent contemporary service contexts involve a high sense of risk for the customer, existing research on customer experience has seldom addressed risk. This chapter charts and 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 viewpoints on risk, the chapter systematically examines how risk is connected with and may affect experiences, building towards a research agenda. These contributions support future empirical and conceptual research on risk in the context of service and customer experience.<br></p>
dc.format.pagerange229
dc.format.pagerange244
dc.identifier.eisbn978-1-03530-019-8
dc.identifier.isbn978-1-03530-018-1
dc.identifier.olddbid202478
dc.identifier.oldhandle10024/185505
dc.identifier.urihttps://www.utupub.fi/handle/11111/47068
dc.identifier.urlhttps://doi.org/10.4337/9781035300198.00026
dc.identifier.urnURN:NBN:fi-fe2025082789804
dc.language.isoen
dc.okm.affiliatedauthorPanina, Ekaterina
dc.okm.affiliatedauthorJaakkola, Elina
dc.okm.affiliatedauthorTerho, Harri
dc.okm.discipline512 Business and managementen_GB
dc.okm.discipline512 Liiketaloustiedefi_FI
dc.okm.internationalcopublicationnot an international co-publication
dc.okm.internationalityInternational publication
dc.okm.typeA3 Book
dc.publisherEdward Elgar Publishing
dc.publisher.countryUnited Kingdomen_GB
dc.publisher.countryBritanniafi_FI
dc.publisher.country-codeGB
dc.publisher.isbn978-0-85793; 978-1-0353; 978-1-78100; 978-1-78195; 978-1-78254; 978-1-78347; 978-1-78471; 978-1-78536; 978-1-78643; 978-1-78811; 978-1-78897; 978-1-78990; 978-1-80037; 978-1-80088; 978-1-80220; 978-1-80392; 978-1-83910; 978-1-84064; 978-1-84376; 978-1-84542; 978-1-84720; 978-1-84844; 978-1-84980; 978-1-85278; 978-1-85898
dc.relation.doi10.4337/9781035300198.00026
dc.source.identifierhttps://www.utupub.fi/handle/10024/185505
dc.titleRisky service experience? The role of risk in B2B customer journeys
dc.title.bookHandbook of Service Experience
dc.year.issued2025

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