Employee Profile

Anders Gustafsson

Research Professor - Department of Marketing


Bolton, Ruth; Gustafsson, Anders, Tarasi, Crina & Witell, Lars (2021)

Designing satisfying service encounters: website versus store touchpoints

Journal of the Academy of Marketing Science Doi: 10.1007/s11747-021-00808-9

Field, Joy; Fotheringham, Darima, Subramony, Mahesh, Gustafsson, Anders, Ostrom, Amy, Lemon, Kathrine, Huang, Ming-Hui & McColl-Kennedy, Janet (2021)

Service Research Priorities: Designing Sustainable Service Ecosystems

Journal of Service Research Doi: 10.1177/10946705211031302

Ostrom, Amy; Field, Joy, Fotheringham, Darima, Subramony, Mahesh, Gustafsson, Anders, Lemon, Kathrine, Huang, Ming-Hui & McColl-Kennedy, Janet, R. (2021)

Service Research Priorities in Turbulent Times: A Multiple Stakeholder Approach

Journal of Service Research, 24, s. 329- 353. Doi: 10.1177/10946705211021915

Bolton, Ruth N.; Gustafsson, Anders, Tarasi, Crina & Witell, Lars (2021)

How customer experience management reconciles strategy differences between East and West

Journal of Global Scholars of Marketing Science, 31(3), s. 273- 295. Doi: 10.1080/21639159.2021.1921606

Donthu, Naveen; Kumar, Satish, Ranaweera, Chatura, Pattnaik, Debidutta & Gustafsson, Anders (2021)

Mapping of Journal of Services Marketing Themes: A retrospective overview using bibliometric analysis

Journal of Services Marketing Doi: 10.1108/JSM-04-2020-0122 - Full text in research archive

Bolton, Ruth N.; Gustafsson, Anders, Tarasi, Crina & Witell, Lars (2021)


Journal of Retailing Doi: 10.1016/j.jretai.2021.03.004

He, Hongwei; Kim, Sumin & Gustafsson, Anders (2021)

What Can We Learn from #StopHateForProfit Boycott Regarding Corporate Social Irresponsibility and Corporate Social Responsibility?

Journal of Business Research, 131, s. 217- 226. Doi: 10.1016/j.jbusres.2021.03.058

Verma, Surabhi & Gustafsson, Anders (2020)

Investigating the Emerging COVID-19 Research Trends in the Field of Business and Management: A Bibliometric Analysis Approach

Journal of Business Research, 118(Sept), s. 253- 261. Doi: 10.1016/j.jbusres.2020.06.057

The COVID-19 pandemic has been labeled as a black swan event that caused a ripple effect on every aspect of human life. Despite the short time span of the pandemic—only four and half months so far—a rather large volume of research pertaining to COVID-19 has been published (107 articles indexed in Scopus and the Web of Science). This article presents the findings of a bibliometric study of COVID-19 literature in the business and management domain to identify current areas of research and propose a way forward. The analysis of the published literature identified four main research themes and 18 sub-themes. The findings and propositions of this study suggest that COVID-19 will be the catalyst of several long- and short-term policy changes and requires the theoretical and empirical attention of researchers. The offered propositions will act as a roadmap to potential research opportunities.

Luangrath, Andrea Webb; Peck, Joann & Gustafsson, Anders (2020)

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

Journal of Consumer Research, 47(4), s. 588- 607. Doi: 10.1093/jcr/ucaa021 - Full text in research archive

Previous research has highlighted the effects of receiving interpersonal touch on persuasion. In contrast, we examine initiating touch. Individuals instructed to touch engage in egocentric projection in which they project their own affective reaction onto their expectations for how the recipient will feel (i.e., empathic forecast), how they appear to the recipient (i.e., metaperception), and the evaluation of the interaction itself (i.e., interaction awkwardness). Touch initiators expect that recipients will feel worse with touch, express concern for how they, themselves, will be perceived, and think that interactions are more awkward. Interestingly, touch recipients do not evaluate these interactions more negatively and leave higher tips after having been touched; touch initiators do not expect this to be the case. As a result, instructed touch initiators (vs. volitional touch initiators) are less (more) likely to engage in subsequent interactions with customers, potentially undermining future service provided to customers. Across five studies, four of which involve actual dyadic interactions, we test the consequences of initiating touch with an inquiry into the effects of interpersonal touch on the initiator. We discuss theoretical and managerial implications.

Gustafsson, Anders; Snyder, Hannah & Witell, Lars (2020)

Service Innovation: A New Conceptualization and Path Forward

Journal of Service Research, 23(2), s. 111- 115. Doi: 10.1177/1094670520908929 - Full text in research archive

Service innovations challenge existing offerings and business models, shape existing markets, and create new ones. Over the last decade, service research has shown increasing interest in the concept of innovation and should by now have reached maturity and created a strong theoretical basis. However, there is no coherent theoretical framework that captures all the facets of service innovation, and to move service innovation research forward, we must revisit the key assumptions of what an innovation is. To enable this, the present article addresses three fundamental questions about service innovation: (1) What is it and what is it not? (2) What do we know and what do we not know? and (3) What do we need to know to advance service research? By doing so, this article offers an updated and comprehensive definition of service innovation and provides a research agenda to suggest a path forward.

Witell, Lars; Holmlund, Maria & Gustafsson, Anders (2019)


Journal of Services Marketing, 34, s. 1- 7. Doi: 10.1108/JSM-11-2019-0443 - Full text in research archive

The purpose of this study is to highlight the role of qualitative research in service research. This study discusses what qualitative research is, what role it has in service research and what interest, rigor, relevance and richness mean for qualitative service research. Design/methodology/approach This study examines the most common qualitative research methods and discusses interest, rigor, relevance and richness as key characteristics of qualitative research. The manuscripts in the special issue are introduced and categorized based on their contributions to service research. Findings The findings suggest that the amount of research using qualitative research methods has remained stable over the last 30 years. An increased focus on transparency and traceability is important for improving the perceived rigor of qualitative service research. Originality/value This special issue is the first issue that is explicitly devoted to the qualitative research methodology in service research. In particular, the issue seeks to contribute to a better use and application of qualitative research methodology.

Wünderlich, Nancy V.; Gustafsson, Anders, Hamari, Juho, Parvinen, Petri & Haff, André (2019)

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

Journal of Business Research, 106, s. 273- 276. Doi: 10.1016/j.jbusres.2019.10.062 - Full text in research archive

Gamification is a rather significant trend in recent years. It builds on the emotional and involving qualities of gaming but may not entail a full-fledged game. Gamification exists in a large number of industries; retail, media, consumer goods, and healthcare. It is used as means to educate employees in all types of industry, create customer engagement to brands and businesses, and even nudge people to change their behavior. The present paper is an introduction to the special issue on “Theoretical Perspectives and Applications of Gamification in Business Contexts”. In total the special issue comprises of 11 novel and high-quality contributions on gamification. These are selected to enhance our understanding of underlying mechanisms that impact employees’ and customers’ attitudes and behaviors.

Fombelle, Paul; Voorhees, Clay, Jenkins, Mason, Sidaoui, Karim, Benoit, Sabine, Gruber, Thorsten, Gustafsson, Anders & Abosag, Ibrahim (2019)

Customer Deviance: A Framework, Prevention Strategies, and Opportunities for Future Research

Journal of Business Research Doi: 10.1016/j.jbusres.2019.09.012 - Full text in research archive

The phrase the “customer is always right” assumes that customers provide universal benefits for firms. However, in recent years, customer deviance is on the rise and the academic literature has provided little insight into the drivers of deviance, the actual behaviors, and strategies for how managers can better manage a customer base that cannot be classified as universally benign. This article addresses customer deviance ranging from classic examples like shoplifting to engaging in hostile anti-brand behaviors on social media or even breaking established norms such as trespassing in stores after closing hours. In an effort to spur new research into customer deviance, we propose a customer deviance framework encompassing the triggers, behaviors, and consequences of customer deviance with attention given to differentiating firms, employees, and other customers as the possible targets of deviant behaviors. We outline prevention strategies that comprise social, design, and technological-oriented factors, which in turn can help firms better manage deviant behavior. In doing so, we identify gaps in the literature and close with an actionable agenda for future research that can help firms curtail these negative customer behaviors.

Verhulst, Nanouk; De Keyser, Arne, Gustafsson, Anders, Shams, Poja & van Vaerenbergh, Yves (2019)

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

Journal of Service Management (JOSM), 30(5), s. 621- 649. Doi: 10.1108/JOSM-05-2019-0135 - Full text in research archive

Purpose: The purpose of this paper is to discuss recent developments in neuroscientific methods and demonstrate its potential for the service field. This work is a call to action for more service researchers to adopt promising and increasingly accessible neuro-tools that allow the service field to benefit from neuroscience theories and insights. Design/methodology/approach: The paper synthesizes key literature from a variety of domains (e.g. neuroscience, consumer neuroscience and organizational neuroscience) to provide an in-depth background to start applying neuro-tools. Specifically, this paper outlines the most important neuro-tools today and discusses their theoretical and empirical value. Findings: To date, the use of neuro-tools in the service field is limited. This is surprising given the great potential they hold to advance service research. To stimulate the use of neuro-tools in the service area, the authors provide a roadmap to enable neuroscientific service studies and conclude with a discussion on promising areas (e.g. service experience and servicescape) ripe for neuroscientific input. Originality/value: The paper offers service researchers a starting point to understand the potential benefits of adopting the neuroscientific method and shows their complementarity with traditional service research methods like surveys, experiments and qualitative research. In addition, this paper may also help reviewers and editors to better assess the quality of neuro-studies in service.

Ringler, Christine; Sirianni, Nancy J., Gustafsson, Anders & Peck, Joann (2019)

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

Journal of Retailing, 95(4), s. 186- 203. Doi: 10.1016/j.jretai.2019.10.007 - Full text in research archive

This research investigates situations in which frontline employees deliberately restrict customers’ access to touch products on display (active interpersonal haptic blocking), and how this understudied form of sensory blocking may increase customers’ downstream purchasing. While previous research examines the benefits of increased product touch, we temporarily block touch for specific products in display areas and then investigate the subsequent impact on customer behavior. Through four studies, including a retail field experiment, we find that when an employee asks a customer not to touch a product on display, this initiates a serial mediation process which: (1) engenders feelings of psychological reactance that result in (2) increased compensatory touching of subsequently encountered products to counterbalance a loss of sensory freedom, and (3) increased spending and purchasing once the customer leaves the reactance-inducing encounter. Effects are moderated by socioeconomic status (SES) and need for touch (NFT) whereby psychological reactance was significantly stronger for high SES customers with a moderate or high NFT when actively blocked. Results also demonstrate that active interpersonal haptic blocking does not result in more negative attitudes toward retailers, thus retailers might consider implementing this counterintuitive practice to encourage downstream sales.

Caruelle, Delphine; Gustafsson, Anders, Shams, Poja & Lervik-Olsen, Line (2019)

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

Journal of Business Research, 104(November (11)), s. 146- 160. Doi: 10.1016/j.jbusres.2019.06.041 - Full text in research archive

Electrodermal activity (EDA) is a psychophysiological indicator of emotional arousal. EDA measurement was first employed in consumer research in 1979 but has been scarcely used since. In the past decade, the ease of access to EDA recording equipment made EDA measurement more frequent in studies of consumer emotions. Additionally, recent calls to include physiological data in consumer studies have been voiced, which in turn is increasing the interest in EDA. Such a growing interest calls for assessing why and how EDA measurement has been used and should be used in consumer research. To this end, we undertook a critical review of studies of consumer emotions that employed EDA measurement. We found that most of these studies did not sufficiently report how they recorded and analyzed EDA data, which in turn impeded the replication of the findings. We therefore make recommendations derived from the psychophysiology literature to help consumer researchers get meaningful insights from EDA measurements. Finally, we call on researchers to be more transparent when reporting how they recorded and analyzed EDA data.

Högberg, Johan; Ramberg, Marcus Olsson, Gustafsson, Anders & Wästlund, Erik (2019)

Creating brand engagement through in-store gamified customer experiences

Journal of Retailing and Consumer Services, 50, s. 122- 130. Doi: 10.1016/j.jretconser.2019.05.006 - Full text in research archive

Gustafsson, Anders & Lervik-Olsen, Line (2018)

The Past, Present and Futrure of Service Marketing: From Understanding Quality to Understanding Customers

Sasson, Amir (red.). At the Forefront, Looking Ahead: Research-Based Answers to Contemporary Uncertainties of Management

Myhrén, Per; Witell, Lars, Gustafsson, Anders & Gebauer, Heiko (2018)

Incremental and radical open service innovation

Journal of Services Marketing, 32(2), s. 101- 112. Doi: 10.1108/JSM-04-2016-0161

Purpose – Open service innovation is an emergent new service development practice, where knowledge on how to organize development work is scarce. The purpose of the present research is to identify and describe relevant archetypes of open service innovation. The study views an archetype as an organizing template that includes the competence of participants, organizing co-creation among participants and ties between participants. In particular, the study’s interest lies in how open service innovation archetypes are used for incremental and radical service innovation. Design/methodology/approach – For the research, a nested case study was performed, in which an industrial firm with nine open service innovation groups was identified. Forty-five interviews were conducted with participants. For each case, first a within-case analysis was performed, and how to perform open service innovation in practice was described. Then, a cross-case analysis identifying similarities and differences between the open service innovation groups was performed. On the basis of the cross-case analysis, three archetypes for open service innovation were identified. Findings – The nested case study identified three archetypes for open service innovation: internal group development, satellite team Development and rocket team development. This study shows that different archetypes are used for incremental and radical service innovation and that a firm can have multiple open service innovation groups using different archetypes. Practical implications – This study provides suggestions on how firms can organize for open service innovation. The identified archetypes can guide managers to set up, develop or be part of open service innovation groups. Originality/value – This paper uses open service innovation as a mid-range theory to extend existing research on new service development in networks or service ecosystems. In particular, it shows how open service innovation can be organized to develop both incremental and radical service innovations.

Otterbring, Tobias; Ringler, Christine, Sirianni, Nancy J. & Gustafsson, Anders (2018)

The Abercrombie & Fitch Effect: The Impact of Employees’ Physical Dominance on Male Customers’ Status-Signaling

Journal of Marketing Research, 55(1), s. 69- 79. Doi: 10.1509/jmr.15.0247

Consumer lay theory suggests that women will spend more money than men in the presence of a physically dominant male employee, whereas theories of intrasexual competition from evolutionary psychology predict the opposite outcome. A retail field study demonstrates that male customers spend more money and purchase more expensive products than their female counterparts in the presence (vs. absence) of a physically dominant male employee. This effect has a more powerful impact on male customers who lack bodily markers of dominance (shorter stature or measures linked to lower levels of testosterone). When confronted with other physically dominant (vs. nondominant) men, these male customers are particularly prone to signal status through price or logo size. Their elevated feelings of intrasexual (male-to-male) competitiveness drive them to spend more money on status-signaling, but not functional, products and to prefer and draw larger brand logos. Because pictorial exposure is sufficient for the effect to occur, these findings are not limited to in-store interactions with dominant male employees but have broad implications for marketing and advertising.

Patricio, Lia; Gustafsson, Anders & Fisk, Raymond P. (2018)

Upframing Service Design and Innovation to Strengthen Future Research Impact

Journal of Service Research, 21(1), s. 1- 14. Doi: 10.1177/1094670517746780

Voorhees, Clay; Fombelle, Paul, Gregoire, Yany, Bone, Sterling, Gustafsson, Anders, SOUSA, Rui & Walkowiak, Travis (2017)

Myopia in Service Research: A Call and Research Agenda to Expand our Lens Beyond the Core Service Encounter

Journal of Business Research, 79(Oct), s. 269- 280. Doi: 10.1016/j.jbusres.2017.04.014

Gebauer, Heiko; Saul, Caroline, Haldimann, Mirella & Gustafsson, Anders (2017)

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

International Journal of Production Economics, 192(Oct), s. 157- 168. Doi: 10.1016/j.ijpe.2016.12.007

Perks, Helen; Kowalkowski, Christian, Witell, Lars & Gustafsson, Anders (2017)

Network orchestration for value platform development

Industrial Marketing Management, 67(Nov), s. 106- 121. Doi: 10.1016/j.indmarman.2017.08.002

Gustafsson, Anders & Bowen, David (2017)

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

Journal of Business Research, 79, s. 269- 280. Doi: 10.1016/j.jbusres.2017.05.006

Martin, Drew; Gustafsson, Anders & Choi, Sunmee (2016)

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

Journal of Business Research, 69(7), s. 2397- 2400. Doi: 10.1016/j.jbusres.2016.01.008

Snyder, Hannah; Witell, Lars, Gustafsson, Anders, Fombelle, Paul & Kristensson, Per (2016)

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

Journal of Business Research, 69(7), s. 2401- 2408. Doi: 10.1016/j.jbusres.2016.01.009

Otterbring, Tobias; Wästlund, Erik & Gustafsson, Anders (2016)

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

Journal of Retailing and Consumer Services, 28, s. 165- 170. Doi: 10.1016/j.jretconser.2015.09.004

Witell, Lars; Snyder, Hannah, Gustafsson, Anders, Fombelle, Paul & Kristensson, Per (2016)

Defining service innovation: A review and synthesis

Journal of Business Research, 69(8), s. 2863- 2872. Doi: 10.1016/j.jbusres.2015.12.055

Gustafsson, Anders; Aksoy, Lerzan, Brady, Michael, McColl-Kennedy, Janet, Sirianni, Nancy, Witell, Lars & Wünderlich, Nancy V. (2015)

Conducting Service Research that Matters

Journal of Services Marketing, 29(6/7), s. 425- 429. Doi: 10.1108/JSM-02-2015-0103 - Full text in research archive

McColl-Kennedy, Janet; Gustafsson, Anders, Jaakkola, Elina, Klaus, Phil, Radnor, Zoe, Perks, Helen & Friman, Margareta (2015)

Fresh perspectives on customer experience

Journal of Services Marketing, 26(6/7), s. 430- 435. Doi: 10.1108/JSM-01-2015-0054 - Full text in research archive

Andreassen, Tor W.; Gustafsson, Anders & Gebauer, Heiko (2015)

Å skape verdier sammen med kundene: Hva er viktig?

Magma - Tidsskrift for økonomi og ledelse, 18(4), s. 41- 51.

Huneke, Tabea; Benoit, Sabine, Shams, Poja & Gustafsson, Anders (2015)

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

Psychology & Marketing, 32(1), s. 94- 106. Doi: 10.1002/mar.20765 - Full text in research archive

Lervik-Olsen, Line; Gustafsson, Anders, Silseth, Pål Rasmus & Lorentzen, Bengt Gunnar (2015)

Bør vi involvere kundene?

Magma - Tidsskrift for økonomi og ledelse, 18(4), s. 52- 60.

Wästlund, Erik; Otterbring, Tobias, Gustafsson, Anders & Shams, Poja (2015)

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

Journal of Business Research, 68(1), s. 95- 101. Doi: 10.1016/j.jbusres.2014.05.001 - Full text in research archive

Högström, Claes; Gustafsson, Anders & Tronvoll, Bård (2015)

Strategic brand management: Archetypes for managing brands through paradoxes

Journal of Business Research, 68(2), s. 391- 404. Doi: 10.1016/j.jbusres.2014.06.009 - Full text in research archive

Witell, Lars; Gustafsson, Anders & Johnson, Michael D. (2014)

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

European Journal of Marketing, 48(9/10), s. 1709- 1730. Doi: 10.1108/EJM-03-2011-0119 - Full text in research archive

Pousette, Sandra; Löfgren, Martin, Nilsson, Birgitta & Gustafsson, Anders (2014)

An Extended Method to Measure Overall Consumer Satisfaction with Packaging

Packaging technology & science, 27(9), s. 727- 738. Doi: 10.1002/pts.2064 - Full text in research archive

Lervik-Olsen, Line; Witell, Lars & Gustafsson, Anders (2014)

Turning customer satisfaction measurements into action

Journal of Service Management (JOSM), 25(4), s. 556- 571. Doi: 10.1108/JOSM-01-2014-0025 - Full text in research archive

Otterbring, Tobias; Wästlund, Erik, Gustafsson, Anders & Poja, Shams (2014)

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

Journal of Retailing and Consumer Services, 21(5), s. 676- 684. Doi: 10.1016/j.jretconser.2014.05.002 - Full text in research archive

Bolton, Ruth N.; Gustafsson, Anders, McColl-Kennedy, Janet, Sirianni, Nancy & Tse, David (2014)

Small details that make big differences: A radical approach to consumption experience as a firm’s differentiating strategy

Journal of Service Management (JOSM), 25(2), s. 253- 274. Doi: 10.1108/JOSM-01-2014-0034

Otterbring, Tobias; Shams, Poja, Wästlund, Erik & Gustafsson, Anders (2013)

Left isn’t always right: Placement of pictorial and textual package elements

British Food Journal, 115(8), s. 1211- 1225. Doi: 10.1108/BFJ-08-2011-0208

Tarasi, Crina; Bolton, Ruth, Gustafsson, Anders & Walker, Beth (2013)

Relationship characteristics and cash flow variability: implications for satisfaction, loyalty, and customer portfolio management

Journal of Service Research, 16(2), s. 121- 137. Doi: 10.1177/1094670512465958

Kowalkowski, Christian; Witell, Lars & Gustafsson, Anders (2013)

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

Industrial Marketing Management, 42(1), s. 18- 30. Doi: 10.1016/j.indmarman.2012.11.004

Gustafsson, Anders; Kristensson, Per & Witell, Lars (2012)

Customer co-creation in service innovation: a matter of communication?

Journal of Service Management (JOSM), 23(3), s. 311- 327. Doi: 10.1108/09564231211248426

Andersson, Pernille; Kristensson, Per, Wästlund, Erik & Gustafsson, Anders (2012)

Let the Music Play … or Not: The Influence of Background Music on Consumer Behaviour

Journal of Retailing and Consumer Services, 19(6), s. 553- 560. Doi: 10.1016/j.jretconser.2012.06.010

Williams, Helén; Wikström, Fredrik, Otterbring, Tobias, Löfgren, Martin & Gustafsson, Anders (2012)

Reasons for household food waste with special attention to packaging

Journal of Cleaner Production, 24, s. 141- 148. Doi: 10.1016/j.jclepro.2011.11.044

Verhoef, Peter; Leeflang, Peter, Reiner, Jochen, Natter, Martin, Baker, William, Grinstein, Amir, Gustafsson, Anders, Morrison, Pamela & Saunders, John (2011)

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

Journal of International Marketing, 19(3), s. 59- 86. Doi: 10.1509/jimk.19.3.59

Gebauer, Heiko; Anders, Gustafsson & Witell, Lars (2011)

Competitive advantage through service differentiation by manufacturing companies

Journal of Business Research, 64(12), s. 1270- 1280. Doi: 10.1016/j.jbusres.2011.01.015

Gustafsson, Anders (2020)

Ikke bare vakre som har fordeler

NRK [Internett]

Gustafsson, Anders (2020)

— Nå er det essensielt å kommunisere at bedriften din er open for business

Digitalleder.no [Internett]

Gustafsson, Anders (2020)

Helsekontrollen (TV 2) sänt 26.03.2020

TV2 [TV]

Gustafsson, Anders (2015)

Duften av kanel kan føre til dyrere shopping


Cross, Samantha; Gustafsson, Anders, Pechmann, Cornelia & Winterich, Karen (1)

Responsible Research in Business and Management (RRBM) and the Journal of Public Policy & Marketing: Connected through Impact

Journal of Public Policy & Marketing [Kronikk]

Lervik-Olsen, Line & Gustafsson, Anders (1)

Digital markedsføring før og etter covid-19

Magnetic Resonance Materials in Physics, Biology and Medicine [Kronikk]

Gustafsson, Anders (1)

Digital markedsføring før og etter covid-19

Magma - Tidsskrift for økonomi og ledelse [Kronikk]

Berry, Leonard L.; Reibstein, David, Wijen, Frank, Van Wassenhove, Luk N., Voss, Chris, Gustafsson, Anders, Vereecke, Ann & Bolton, Ruth N. (1)

Encouraging Business Scholars to Address Issues Facing Society

BizEd [Kronikk]

Gustafsson, Anders & Kristensson, Per (1)

Emerging fields in service research

Journal of Service Management (JOSM) [Kronikk]

Donthu, Naveen & Gustafsson, Anders (1)

Effects of COVID-19 on Business and Research

Journal of Business Research [Kronikk]

The COVID-19 outbreak is a sharp reminder that pandemics, like other rarely occurring catastrophes, have happened in the past and will continue to happen in the future. Even if we cannot prevent dangerous viruses from emerging, we should prepare to dampen their effects on society. The current outbreak has had severe economic consequences across the globe, and it does not look like any country will be unaffected. This not only has consequences for the economy; all of society is affected, which has led to dramatic changes in how businesses act and consumers behave. This special issue is a global effort to address some of the pandemic-related issues affecting society. In total, there are 13 papers that cover different industry sectors (e.g., tourism, retail, higher education), changes in consumer behavior and businesses, ethical issues, and aspects related to employees and leadership.

Burton, Jamie; Gruber, Thorsten & Gustafsson, Anders (1)

Fostering Collaborative Research for Customer Experience – Connecting Academic and Practitioner Worlds

Journal of Business Research [Kronikk]

This editorial calls for greater use of academic-practitioner workshops to co-create value for academics, practitioners and wider network actors through promotion of research relevance and sharing of problems, ideas and data. It describes how one such workshop, the 2nd Academic-Practitioner Research with Impact Workshop focusing on the design and decision making for customer experience, co-hosted in Manchester on 18th and 19th of June 2018 by Alliance Manchester Business School, University of Manchester and Loughborough University’s Centre for Service Management (CSM), was delivered. The key processes for success and issues to consider for future such events are discussed. The workshop resulted in 8 papers (six theoretical and two empirical). This Special Issue advances current understanding of CE through the research considering the role of technology (AI and big data) in CE research, atypical CE (vulnerability, deviance behaviours and service failure and recovery) and focusing on important organizational and B2B issues (business model innovation, and CEM in business markets).

Gustafsson, Anders (2021)

Meet the editor

[Academic lecture]. IMP 2021.

Gustafsson, Anders (2021)

The current research priorities

[Academic lecture]. The Naples Forum on Service.

Janotta, Frederica; Hogreve, Jens, Lervik-Olsen, Line & Gustafsson, Anders (2021)

Back to nature: the role of mindful observation in automated driving contexts

[Academic lecture]. Frontiers in Service.

Gustafsson, Anders (2021)

COVID-19 and the “Next Normal” in Service, Retail, and Entertainment

[Academic lecture]. AMA winter conference.

Peterson, Lane; Mende, Martin, Scott, Maura, Nenkov, Gregana & Gustafsson, Anders (2021)

Friend or Foe? Can Anthropomorphizing Self-Tracking Devices Backfire on Marketers and Consumers?

[Academic lecture]. AMA winter conference.

Holmlund, Maria; Witell, Lars & Gustafsson, Anders (2019)


[Article in business/trade/industry journal]. Journal of Services Marketing, 34, s. 111- 116. Doi: 10.1108/JSM-11-2019-0444 - Full text in research archive

Purpose The purpose of this paper is to provide authors with guidelines for carrying out excellent qualitative service research. It describes the features that editors and reviewers use to evaluate qualitative research and pinpoints what authors can do to improve their manuscripts for publication. Design/methodology/approach The paper identifies five features of excellent qualitative service research – relevance, rigor, integrity, narration and impact – and describes them with a focus on what they mean and what authors can do to meet these standards. Findings The paper suggests that manuscripts are often rejected because they fail to meet key standards of excellent qualitative research. It calls for more discussion on research methodology and research ethics, especially when service research strives to make a difference such as investigating critical service contexts or dealing with vulnerable participants. Originality/value This paper contributes to a better use and application of qualitative research methodology. It focuses on specific actions that researchers can take to improve the quality of their service research manuscripts.

Witell, Lars; Snyder, Hannah, Gustafsson, Anders & McColl-Kennedy, Janet (2019)

Is honesty always the best policy? The effects of lying to your customers

[Academic lecture]. QUIS (Quality in Service).

De Keyser, Arne; VERHULST, Nanouk, Gustafsson, Anders, Shams, Poja & van Vaerenbergh, Yves (2019)

Neuroscience in Service Research: An Overview and Discussion of Its Possibilities

[Academic lecture]. Frontiers in Service.

Ringler, Christine; Sirianni, Nancy, Gustafsson, Anders & Peck, Joann (2019)

Look but Don’t Touch! The Impact of Active Interpersonal Haptic Blocking on Compensatory Touching


Mende, Martin; Scott, Maura, Nenkov, Gregana, Gustafsson, Anders & Peterson, Lane (2019)

The Quantified Self: The Effects of Activity Tracking and Anthropomorphization on Consumer Health Motivation and Behavior

[Academic lecture]. 2019 SCP Boutique Conference.

Mende, Martin; Scott, Maura, Nenkov, Gregana, Gustafsson, Anders & Peterson, Lane (2019)

The Quantified Self: The Effects of Activity Tracking and Anthropomorphization on Consumer Health Motivation and Behavior

[Academic lecture]. ACR 2019 (Association for Consumer Research).

Caruelle, Delphine; Lervik-Olsen, Line & Gustafsson, Anders (2019)

The clock is ticking or is it? Asymmetric impact of shorter- vs. longer-than-expected waits on customer satisfaction

[Academic lecture]. QUIS16.

Snyder, Hannah; Witell, Lars, Gustafsson, Anders & McColl-Kennedy, Janet, R. (2018)

The truth, the whole truth and nothing but the truth? Customer lies in the service encounter

[Academic lecture]. SERVSIG.

Caruelle, Delphine; Shams, Poja, Gustafsson, Anders & Lervik-Olsen, Line (2018)

Variations in customers’ emotional state in the course of a store visit: Insights from a psychophysiological study

[Academic lecture]. Frontiers in Service 2018.

Caruelle, Delphine; Lervik-Olsen, Line & Gustafsson, Anders (2018)

The clock is ticking – or is it? Customers’ response to a gain vs. loss of time during a service encounter

[Academic lecture]. Frontiers in Service 2018.

Caruelle, Delphine; Lervik-Olsen, Line & Gustafsson, Anders (2018)

Spoiling customers without spoiling their appreciation: the role of gratitude

[Academic lecture]. Frontiers in Service 2018.

Löfgren, Martin; Witell, Lars, Gustafsson, Anders & Fombelle, Paul (2012)

Influencing the Customer Experience with Gifts and Greetings

[Academic lecture]. 21th Annual Frontiers in Service Conference.

Andersson, Pernille; Gustafsson, Anders, Kristensson, Per & Wästlund, Erik (2012)

I'll Tell You Something Private And You'll Buy From Me Effects of Self-Disclosure On Reciprocity

[Academic lecture]. 21th Annual Frontiers in Service Conference.

Gustafsson, Anders; Fombelle, Paul, Witell, Lars & Kristensson, Per (2012)

Unlearning Innovation and Learning Service Innovation

[Academic lecture]. 21th Annual Frontiers in Service Conference.

Olsen, Line Lervik; Andreassen, Tor Wallin & Gustafsson, Anders (2012)

If you break it, should I fix it?

[Academic lecture]. 21st Annual Frontiers in Service Conference.

Academic Degrees
Year Academic Department Degree
1996 University of Linköping Ph.D.
1990 Linköping University Master of Science
Work Experience
Year Employer Job Title
2018 - Present Bi Norwegian Business School Research Professor
2018 - Present University of Manchester's Alliance Manchester Business School (AMBS) Distinguished Professorial Fellow
2007 - Present Arizona State University Visting Professor
2018 - 2019 Florida State University Visting Professor
2011 - 2018 BI Norwegian Business School Adjunct Professor
2004 - 2018 Karlstad University Professor
2004 - 2006 Service Research Center, Karlstad University Director
2000 - 2005 University of Michigan Business School Visting Professor
2003 - 2004 Service Research Center, Karlstad University Research Director
1996 - 2000 Linköping University Research Scientist
1991 - 1996 Linköping University Research Assistant
1995 - 1995 National Quality Research Center, University of Michigan Business School Guest Scholar
1985 - 1988 Valmet-Karlstad Designer