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Over the last three decades, customer experience (CE) has developed from a burgeoning concept to a widely recognized phenomenon in terms of both research and practice. To account for the complexity of consumption decisions, the CE literature encompasses both the rational information processing approach to consumer decision-making and the experiential approach, which includes emotions, feelings and sub-consciousness. The authors classify and examine CE research on two levels. Studies on static CE analyze experiences during touchpoints at one point in time, while studies on dynamic CE assess how experiences evolve over time. Furthermore, both static and dynamic CE research take place from two distinct theoretical perspectives: the organization and the consumer. As both theoretical perspectives essentially deal with the same phenomenonthe organizational perspective with the creation of CEs and the consumer perspective with the perception of customer experiences -there is potential for a productive symbiosis between them. The authors propose that connecting insights from both perspectives can contribute to a better understanding of what constitutes a CE for consumers and how firms can effectively manage it. First, the authors discuss the development of CE and argue that it has evolved into a broad and fragmented 'umbrella construct'. Second, after distinguishing and defining static and dynamic CE, they systematically evaluate the state of knowledge in both the organizational and consumer perspectives. Finally, they develop an agenda for future research that integrates the consumer perspective into organizational CE research. IntroductionCompetitive advantage is the focus for much management and organizational research. Yet the bases of differential advantage between competitors are often marginal, subject to change, and open to imitation (D'Aveni et al. 2010;McGrath 2013). This is largely attributable to the growing commoditization of goodsThe authors are grateful for comments provided by Tim Edwards on an earlier draft of this paper. and services (D'Aveni et al. 2010;Pine and Gilmore 1998). In seeking to explain emerging sources of competitive advantage, customer experience (CE) has been identified as a compelling antecedent. Increasingly, scholars argue that firms' differential advantage is derived from CE (Pine and Gilmore 1998; Verhoef et al. 2009). Both practitioners and scholars agree that a favorable CE positively affects marketingrelevant outcomes such as customer satisfaction, loyalty and word-of-mouth behavior (e.g. Mascarenhas et al. 2006;Pullman and Gross 2004). Despite this consensus, the CE phenomenon is limited by a lackThis is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made. of conceptual clarity, explained by a diverse set of theories, and founded upon divergent empirical concl...

is a Full Professor of Marketing with the Faculty of Technology Management, Eindhoven University of Technology, the Netherlands. His main research interests are: new product development, electronic marketing, quality management, (online) marketing research, service marketing and management, relationship marketing and innovation and technology management. He has published more than 40 articles in international journals and has contributed more than 50 papers to conference proceedings. Abstract M-commerce has been heralded repeatedly as the new service frontier of the millennium. Present market reality, however, seems to be less optimistic. Therefore, the current study explores the factors contributing to the adoption of mobile services in a context of wireless finance. The technology acceptance model was used as a point of departure. For this study, perceived cost, system quality and social influence were added to the model, and the latter two displayed significant effects in the empirical research. Moderating effects of the variables age, computer skills, mobile technology readiness and social influence were investigated, all of which proved to be relevant in the context presented. Ko de Ruyter

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