Customer experience: a systematic literature review and consumer culture theory-based conceptualisation

Abstract

The study aims to summarise and classify the existing research and to better understand the past, present, and the future state of the theory of customer experience. The main objectives of this study are to categorise and summarise the customer experience research, identify the extant theoretical perspectives that are used to conceptualise the customer experience, present a new conceptualisation and conceptual model of customer experience based on consumer culture theory and to highlight the emerging trends and gaps in the literature of customer experience. To achieve the stated objectives, an extensive literature review of existing customer experience research was carried out covering 49 journals. A total of 99 empirical and conceptual articles on customer experience from the year 1998 to 2019 was analysed based on different criteria. The findings of this study contribute to the knowledge by highlighting the role of customer attribution of meanings in defining their experiences and how such experiences can predict consumer behaviour.

Customer Experience in Fintech

“…Customer experience is a psychological construct, which incorporates a subjective response, following the customer's interaction with a company, its brands, services and/or products [33]. Customer experience designates a cognitive and affective state that results from the generation of meanings, in a cultural context [34]. From a managerial perspective, customer experience can be enhanced by enriching and very attractively presenting a product or a brand [35].…”

“…The S-O-R model [50] is used to measure the customer experience in different contexts [34,51,52]. According to the S-O-R framework, an external stimulus causes an internal reaction of the individual, which determines a certain response [53].…”

The role of vending channels in marketing: A systematic review and taxonomy of studies

“…Specifically, the following online searchable databases were used: Emerald, EBSCOhost (i.e., Business Source Premier), ProQuest, SAGE journals, ScienceDirect, Springer link online library, Web of Science (i.e., Web of science core collection), and Wiley online library. These databases have been used widely in cognate studies (e.g., Grob, 2015; Silchenko et al ., 2020; Waqas et al ., 2020).…”

“…A thematic analysis is justified as the characteristics of the identified studies exhibit non‐trivial heterogeneity, making it problematic to analyze only through a quantitative lens (Booth et al ., 2016). Furthermore, mixed qualitative‐quantitative approaches have demonstrated feasibility and advantages in previous marketing systematic reviews (Grob, 2015; Silchenko et al ., 2020; Waqas et al ., 2020).…”

A consumer culture theory perspective of the marketplace: An integrative review and agenda for research

“…These factors, which are out of firm and consumer control, can include competition (at a micro‐level), politics or the economy (at a macro‐level) (Waqas et al., 2021). The studies in consumer behavior use to focus, in general, on traditional theoretical approaches, such as microeconomic theory and cognitive psychology that are not able to fully capture the factors that influence consumption experiences (Waqas et al., 2021). Since CCT approaches consumption from a sociocultural level (Catulli et al., 2017; Gordon et al., 2015), it has the advantage to capture both the micro and macro aspects of consumption communities.…”