Research note: conceptualizing agentic luxury in luxury services

Purpose What role do consumers play in constructing their own luxury experiences? Challenging the dominant product-focus in luxury conceptualizations, this research note conceptualizes agentic luxury in the context of luxury services. Drawing on extant luxury research, the purpose of this article is to develop how consumers may take on more active roles in enacting their own luxury services experiences. Design/methodology/approach This research note is conceptual but builds on managerial insights from the luxury service sector to conceptualize the concept of agentic luxury. Findings Our research note develops a conceptual definition of agentic luxury and provides seven research propositions for its impact on luxury service encounters. These propositions detail how consumers engage in constructing their luxury experience; the roles of consumers and luxury service providers in the experience; and boundary conditions of agentic luxury. The authors further develop the role of customer-as-designer and highlight similarities and differences for agentic luxury between luxury goods and services. Practical implications The authors combine the recognized specificities of the largely goods-dominated luxury sector with service research to show how luxury service providers can engage customers for more complete and engaging luxury service experiences. Originality/value To the best of the authors’ knowledge, this research note is the first to conceptualize agentic luxury. The authors show how agentic luxury fills a gap in the current literature, and our propositions advance the relevance of agentic luxury for luxury service research.