A critical review of research on customer experience management

Johye Hwang · Soobin Seo

219 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Abstract

Purpose The purpose of this paper is to provide a critical review of research on customer experience management (CEM). The objectives are as follows. The paper first introduces the concepts involved in CEM by identifying definitions and dimensions of the customer experience. Second, the paper describes the evolution of CEM research from a theoretical perspective in generic businesses and then in the hospitality and tourism (H&T) sector. Third, the paper investigates the methodological approaches used in CEM research and addresses the challenges in measuring the customer experience. Fourth, this study addresses cultural issues in CEM research. The identification of gaps in CEM research in the general business and H&T sectors leads the authors to consider directions for future research. Managerial implications are also provided.

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References

1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1974An approach to environmental psychology 2004Co-creation experiences: The next practice in value creation 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities 2004E-S-QUAL 2011Customer Engagement 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions

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