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Bertini, M., Aparicio, D. and Aydinli, A. (2024). Can Friction Improve Your Customers’ Experiences? MIT Sloan Management Review, 65(2):42--47.

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    MIT Sloan Management Review

COMPANIES ARE ON A MISSION TO design purchase journeys that are as free of frustration and inconvenience as possible. “Friction kills the customer experience!” has become the conventional wisdom. This is thought to be particularly true when serving online shoppers, who are known to be less patient and have shorter attention spans; after all, competitor websites are but a few clicks away.