Where is customer experience (CX) research heading? A personal commentary

Abstract

Purpose This paper aims to comment on the evolution of customer experience (CX) research from a CX researcher, practitioner and consumer viewpoint. Design/methodology/approach This commentary is a reflection based on the investigations put forward in this special issue, extant academic and managerial literature and personal perspectives. Findings While nascent in terms of constructs, CX has developed satisfactorily from a research perspective. That being said, CX research that guides and aids managerial practices is still lacking. Without being relevant to practice, CX research might fail to deliver on its promise to shape practice and positively impact consumers and their experiences. Research limitations/implications Service marketing researchers are encouraged to consider the current “status quo” of CX research and how a possible repositioning and refocusing of their efforts could advance CX research and, more importantly, CX practices. Practical implications CX practitioners can indeed learn from CX researchers if research aligns with the aim of guiding and assisting practices. Originality/value This special issue expands the understanding of the effect of physical context on CX. The commentary challenges the overall direction in which CX research is heading and offers valuable guidance on how to turn these challenges into opportunities.