Board Member

Anders Gustafsson

Board Member Since 2021
Anders Gustafsson

Anders Gustafsson is a professor of marketing at BI The Norwegian Business School. Dr. Gustafsson is conducting research on customer satisfaction and loyalty, management of customer relationships, and consumer behavior. His research has been published in top academic journals in marketing and he is very active in the field of service research.  He is the current editor in chief for Journal of Business Research and an area editor of Journal of Service Research. He is was first international president for AMA’s (American Marketing Association) academic council and a recipient of the Christopher Lovelock Career Contributions to the Services Discipline Award.

University Affiliation:
Norwegian Business School
Norwegian Business School
Quick Links:

1996 University of Linköping Ph.D.
1990 Linköping University Master of Science

Witell, Lars; Holmlund, Maria & Gustafsson, Anders (2020)

Guest editorial: a new dawn for qualitative service research

Journal of Services Marketing, 34(1), s. 1- 7. Doi: 10.1108/JSM-11-2019-0443

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:

Donthu, Naveen & Gustafsson, Anders (2020)

Effects of COVID-19 on Business and Research

Journal of Business Research, 117(Sept), s. 284- 289. Doi:

Burton, Jamie; Gruber, Thorsten & Gustafsson, Anders (2020)

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

Journal of Business Research Doi:

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

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

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


Journal of Services Marketing, 34, s. 111- 116. Doi: text in research archive

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


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

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: text in research archive

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.2019.09.012Full text in research archive

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-05-2019-0135Full text in research archive

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.2019.10.007Full text in research archive

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.2019.06.041Full text in research archive

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.2019.05.006Full 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

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

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-02-2015-0103Full 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-01-2015-0054Full 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.20765Full 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.2014.05.001Full 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.2014.06.009Full 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-03-2011-0119Full 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.2064Full 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-01-2014-0025Full 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.2014.05.002Full 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

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