Lars Witell

Papers

Total Citations

815

H-Index

About

Lars Witell is a leading scholar in service research, known for his pioneering work at the intersection of customer experience, service innovation, and technology. His research primarily explores how digital, physical, and social realms converge to shape modern customer experiences, with a particular focus on the transformative role of AI and robotics in service encounters. His highly influential paper, "Customer experience challenges: bringing together digital, physical and social realms" (2018, 814 citations), has become a cornerstone in the field, providing a foundational framework for understanding how emerging technologies like digital twins and automated social presence are redefining service delivery. Witell’s work critically examines both the opportunities and ethical dilemmas posed by AI, as seen in his recent exploration of dishonesty and lying behavior in AI-driven service interactions. Through his rigorous research, he has significantly advanced the theoretical and practical understanding of how firms can design and manage compelling customer experiences in an increasingly technology-mediated world. His contributions have made him a key voice in shaping contemporary service research and its implications for business practice.