Per Kristensson, is Professor at the Service Research Center, at Karlstad University – in Karlstad, Sweden. He earned his Ph.D. from University of Gothenburg in 2003. Dr. Kristensson is also a visiting professor at Norwegian School of Economics (NHH) initiative on Service Innovation (CSI) in Bergen, Norway. Dr. Kristensson’s research concern mainly service management, service innovation and various aspects of customer experience. In many of his research articles psychological theories are used to explain challenges and aspects related to customers.