# Beyond good and bad: Challenging the suggested role of emotions in customer experience (CX) research

> Research article (Journal of Retailing and Consumer Services, 2020) · cited 151× · AI/ML

**Wikidata**: [openalex:W3047478053](https://www.wikidata.org/wiki/openalex:W3047478053)  
**Source**: https://4ort.xyz/entity/beyond-good-and-bad-challenging-the-suggested-role-of-emotions-in-customer-experience-cx-research