Customer experience – a review and research agenda

Abstract

Purpose The purpose of this paper is to review the literature on customer experience to develop a better understanding of the concept and propose a research agenda. Design/methodology/approach The paper is based on a thorough review of 69 full-text articles, 12 books and one published dissertation related to customer experience. Findings The review describes the relevance of experiential perspective, service experience and customer experience to attract, delight and retain customers. Customer experience is regarded as a holistic interactive process, facilitated through cognitive and emotional clues, moderated by customer and contextual characteristics, resulting into unique and pleasurable/un-pleasurable memories. The study provides a deeper understanding of the concept and research issues for customer experience. Research limitations/implications It provides important insights into the emergence, development, management and measurement of customer experience-related issues for future research. Practical implications Customer experience needs to be considered and managed as a holistic strategic process for creating customer value, differentiation, customer satisfaction, loyalty and competitive advantage. Originality/value The study contributes to the understanding of customer experience and research agenda based on a thorough review of literature spanning 25 years.

How to Manage the Online Experience Concerning Transactional and Experimental Customers: Case of E-Fashion Sector

“…Sensorial and Emotional (Hedonic); Pragmatic; Cognitive; Relational; Social; Interactivity; Usability; Customization. (Nambisan & Watt, 2011;Pentina, Amialchuk, & Taylor, 2011;Rose, Clark, Samouel, & Hair, 2012;Salehi et al, 2013;Zhang, Lu, Gupta, & Zhao, 2014;Jain et al, 2017;McLean, 2017 Various models identify two different dimensions that must be taken into account by online retailers: utilitarian and hedonic quality. Bauer et al (2006) have developed the eTransQual scale, which integrates utilitarian quality and analyzes the dimension of enjoyment (hedonic quality).…”

Integration of textual VoC into a CX data model for business intelligence use in B2C

“…Measurements of CX lack clear definitions of the constructs and dimensionalities. Research emphasises the need for the development of robust metrics for the CX measurement (Verhoef et al, 2009;Jain, Aagja and Bagdare, 2017;Lemon and Verhoef, 2016;Zaki and Neely, 2019). Gupta and Zeithaml (2006, p.735) stressed "the need for more studies that view customer metrics comprehensively, rather than examining only a few constructs at a time".…”

Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda

“…Along this line, O'Loughlin et al (2004) also proposed three levels of customer experience: brand experience, transactional experience and relational experience. Meanwhile, Jain et al (2017) distinguished three value creation stages in regard to customer experience: value in pre-use, value in use and value in post-use. Ramaseshan and Stein (2014) also specify that a consumer's experience with a brand is influenced by several brand clues, such as product design, identity, packaging, distribution, locations and marketing communications.…”

“…Thus, brands are no longer under the control of the managers but are progressively created by a continuous set of reciprocal dynamics between firms and consumers as a maker of brand meanings Black & Veloutsou, 2017;Cova & Dalli, 2009). In other words, the customer becomes a co-creator and an actor of the entire experience process (Chandler & Lusch, 2015;De Keyser et al, 2015;Jain et al, 2017;Prahalad & Ramaswamy, 2004).…”