Charting the intellectual structure of customer experience research

Prashant Kumar · Linda D. Hollebeek · Arpan Kumar Kar · Jana Kukk

58 citations0/0 files storedMarketing Intelligence & Planning

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Customer Service Quality and Loyalty Consumer Retail Behavior Studies Service and Product Innovation

Abstract

Purpose Contemporary firms are increasingly focusing on enhancing the customer experience (CX) to gain a sustainable competitive advantage. However, despite the rapid growth of CX research from both the customer's and the firm's perspectives, the intellectual structure of CX research remains tenuous, thus requiring further investigation. Addressing this gap, the authors review and map the existing corpus of CX literature, from which important implications are drawn. Design/methodology/approach After inventorizing the CX literature (1997–2021), the authors apply bibliometric (e.g. co-citation) analysis to identify key CX articles and pertinent CX-publishing journals, followed by the identification of key CX research themes through network analysis. Findings The authors first document chief CX-publishing journals and articles and identify their respective contributions. The authors, then, derive five core CX themes, including CX through the customer journey, S-D Logic-informed CX, interactive service–based CX, CX in the servicescape and CX and consumption. The authors conclude by developing an agenda for future CX research based on the study findings. Originality/value By offering a pioneering analysis of the corpus of CX research (1997–2021), these analyses offer a pertinent theoretical contribution.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 2009Software survey: VOSviewer, a computer program for bibliometric mapping 2003Evolving to a New Dominant Logic for Marketing 2021How to conduct a bibliometric analysis: An overview and guidelines 1988Possessions and the Extended Self 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 2007Service-dominant logic: continuing the evolution 1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees

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