Antecedents and Consequences of Customer Experience Management- A Literature Review and Research Agenda

Abstract

Customer Experience Management (CEM) is an emerging field and as companies try new ways of understanding and managing experiences this paper provides an integrative framework of customer experience antecedents and consequences which contributes both to academic research as well as has managerial implications. In this paper, the author critiques and consolidates the existing research on Customer Experience Management and develops a conceptual model of antecedents and consequences of customer experience management through an exhaustive study of literature. Six categories of antecedents namely- brand performance, multichannel interaction, service interface, physical environment, social environment and price and promotions are identified through exhaustive review of existing literature and three direct consequences namely customer satisfaction, customer loyalty and customer equity were also identified. Future directions of research are also discussed. The paper makes contributions towards new knowledge and understanding on customer experience management and can be used for managerial decision making.

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