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

Ekaterina Panina, Elina Jaakkola and Harri Terho

Chapter 17 in Handbook of Service Experience, 2025, pp 229-244 from Edward Elgar Publishing

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.

Keywords: Business and Management; Economics and Finance; Geography (search for similar items in EconPapers)
Date: 2025
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