customer experience research intellectual structure and future research opportunities

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Introduction

Scholars and practitioners have demonstrated a special interest in customer experience (CX). In academia, for instance, the number of CX-related publications has sharply increased over the years, attracting the attention of diverse research communities (Becker and Jaakkola, 2020; De Keyser et al. , 2020; Kranzbühler et al. , 2018). Similarly, companies have also invested in strategies, managing structures and practices to implement the concept of CX (Ponsignon et al. , 2021; Keiningham et al. , 2019). Thus, both practitioners and scholars agree that CX influences marketing outcomes such as customer satisfaction, loyalty and word-of-mouth, ultimately strengthening the customer-brand relationships. Furthermore, CX also affects financial results and business competitive advantage (Bueno et al. , 2019; Stein and Ramaseshan, 2019).

Despite the recognition of the importance of CX, its conceptualization and operationalization remain unclear and non-consensual (Becker and Jaakkola, 2020; Mahr et al. , 2019; Kranzbühler et al. , 2018). One key aspect involves the process of specifying the CX and, therefore, defining what CX means. For instance, while some researchers understand the CX as an economic offering per se that is distinct from products, brands and services (e.g. Pine and Gilmore, 2016); others consider CX as customer response to multiple relationships with, for instance, a brand, which includes objective and subjective elements (e.g. Verhoef et al. , 2009). Researchers do not agree whether CX can be or cannot be fully controlled by the companies (e.g. Heinonen et al. , 2010). Moreover, CX can be limited to a specific encounter (e.g. Kumar et al. , 2014), although it can be formed considering a comprehensive customer journey (e.g. Lemon and Verhoef, 2016). Thus, the adoption of slightly different CX conceptualizations leads to different interpretations of the same phenomenon. In addition, the multiple conceptualizations of CX may also lead to difficulties in its operationalization, creating measurement and validity concerns (Bueno et al. , 2019; Jain et al. , 2017).

To overcome, mainly, the conceptualization challenges, one of the most accepted definition, and the one that is followed in this paper is that CX is a multidimensional construct focusing on the customer's cognitive, emotional, behavioral, sensorial and social responses to all direct or indirect interactions with the firm during the customer journey (Lemon and Verhoef, 2016). This definition is...

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Journal of Service Theory and Practice

ISSN : 2055-6225

Article publication date: 12 July 2021

Issue publication date: 18 October 2021

This article aims to synthesize and integrate current research on customer experience (CX), identifying the intellectual structure of the field, systematizing a conceptual framework and identifying future research opportunities.

Design/methodology/approach

To analyze 629 articles published in peer-reviewed journals in almost four decades, this study employs both bibliometric co-keyword and thematic literature analysis in a complementary way.

This article maps the CX literature by describing its intellectual structure in terms of three research domains (customer, organizational and technological), their corresponding most relevant research themes and topics. Moreover, this study develops a conceptual framework and research propositions to summarize and integrate the CX literature. This work recognizes technology as an important driver for the development of CX research. Lastly, this article provides future research opportunities for moving the field forward, considering an integrative view among domains.

Originality/value

This paper complements other reviews on CX by using a novel methodological approach (co-keyword and thematic analysis) that enables the identification and visualization of the CX intellectual structure. In addition, the study explores the increasing connection between technology and CX research, by raising evidence that technology, by continuously modifying services and consequently CX, has become a transversal component in the research field. These outcomes may be useful for academics and practitioners.

• Customer experience
• Service experience
• Co-creation
• Bibliometry

Acknowledgements

The authors thank the Editors and two anonymous reviewers for their valuable comments on this article.

Silva, J.H.O. , Mendes, G.H.S. , Cauchick Miguel, P.A. , Amorim, M. and Teixeira, J.G. (2021), "Customer experience research: intellectual structure and future research opportunities", Journal of Service Theory and Practice , Vol. 31 No. 6, pp. 893-931. https://doi.org/10.1108/JSTP-08-2020-0193

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Source: Marketing Intelligence & Planning , Volume 41, Number 1, 2022, pp. 31-47(17)

Publisher: Emerald Group Publishing Limited

DOI: https://doi.org/10.1108/MIP-05-2022-0185

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Keywords: Bibliometric analysis ; Co-citation analysis ; Customer experience ; Literature review

Document Type: Research Article

Affiliations: 1: Department of Management Studies, Indian Institute of Technology Delhi, New Delhi, India 2: Department of Marketing, Vilnius University, Vilnius, Lithuania 3: Department of Business Administration, Tallinn University of Technology, Tallinn, Estonia

Publication date: July 15, 2022

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This article aims to synthesize and integrate current research on customer experience (CX), identifying the intellectual structure of the field, systematizing a conceptual framework and identifying future research opportunities. To analyze 629 articles published in peer-reviewed journals in almost four decades, this study employs both bibliometric co-keyword and thematic literature analysis in a complementary way.This article maps the CX literature by describing its intellectual structure in terms of three research domains (customer, organizational and technological), their corresponding most relevant research themes and topics. Moreover, this study develops a conceptual framework and research propositions to summarize and integrate the CX literature. This work recognizes technology as an important driver for the development of CX research. Lastly, this article provides future research opportunities for moving the field forward, considering an integrative view among domains. This paper complements other reviews on CX by using a novel methodological approach (co-keyword and thematic analysis) that enables the identification and visualization of the CX intellectual structure. In addition, the study explores the increasing connection between technology and CX research, by raising evidence that technology, by continuously modifying services and consequently CX, has become a transversal component in the research field. These outcomes may be useful for academics and practitioners.

https://doi.org/10.1108/JSTP-08-2020-0193

Author(s): Jorge H.O. Silva, Glauco H.S. Mendes, Paulo A. Cauchick Miguel, Marlene Amorim, Jorge Grenha Teixeira Organization(s): Universidade Federal de São Carlos, Federal University of Santa Catarina, University of Porto, University of Aveiro Source: Journal of Service Theory and Practice Year: 2021

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Charting the intellectual structure of customer experience research

• Indian Institute of Technology
• Vilnius University
• Tallinn University of Technology

Research output : Contribution to journal › Review article › peer-review

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.

Subject classification (UKÄ)

• Business Administration

Free keywords

• Bibliometric analysis
• Co-citation analysis
• Customer experience
• Literature review

Access to Document

• 10.1108/MIP-05-2022-0185

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• Research Social Sciences 100%
• Experience Social Sciences 100%
• Intelligentsia Social Sciences 100%
• Analysis Social Sciences 50%
• Contribution Social Sciences 33%
• Literature Social Sciences 33%
• Publishing Social Sciences 33%
• Authors Social Sciences 33%

T1 - Charting the intellectual structure of customer experience research

AU - Kumar, Prashant

AU - Hollebeek, Linda D.

AU - Kar, Arpan Kumar

AU - Kukk, Jana

N1 - Publisher Copyright: © 2022, Emerald Publishing Limited.

PY - 2023/1/20

Y1 - 2023/1/20

N2 - 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.

AB - 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.

KW - Bibliometric analysis

KW - Co-citation analysis

KW - Customer experience

KW - Literature review

U2 - 10.1108/MIP-05-2022-0185

DO - 10.1108/MIP-05-2022-0185

M3 - Review article

AN - SCOPUS:85135799548

SN - 0263-4503

JO - Marketing Intelligence and Planning

JF - Marketing Intelligence and Planning

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Customer experience research : intellectual structure and future research opportunities

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Charting the Intellectual Structure of Customer Experience Research

2022, Marketing Intelligence and Planning

Purpose: Contemporary firms are increasingly focusing on enhancing the customer experience (CX) to gain sustainable competitive advantage. However, despite the rapid growth of CX research from both the customer's and the firm's perspective, the intellectual structure of CX research remains tenuous, thus requiring further investigation. Design/methodology/approach: Addressing this gap, we review and map the existing corpus of CX literature, from which we draw important implications. Design/methodology/approach: After inventorizing the CX literature (1997-2021), we 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: We first document chief CX-publishing journals and articles and identify their respective contributions. We, 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. We conclude by developing an agenda for future CX research based on our findings. Originality: By offering a pioneering analysis of the corpus of CX research (1997-2021), our analyses offer a pertinent theoretical contribution.

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• DOI: 10.1108/mip-05-2022-0185
• Corpus ID: 251551325

Charting the intellectual structure of customer experience research

• Prashant Kumar , L. Hollebeek , +1 author J. Kukk
• Published in Marketing Intelligence &amp… 16 August 2022
• Marketing Intelligence &amp; Planning

23 Citations

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Journal of Service Theory and Practice

ISSN : 2055-6225

Article publication date: 12 July 2021

Issue publication date: 18 October 2021

This article aims to synthesize and integrate current research on customer experience (CX), identifying the intellectual structure of the field, systematizing a conceptual framework and identifying future research opportunities.

Design/methodology/approach

To analyze 629 articles published in peer-reviewed journals in almost four decades, this study employs both bibliometric co-keyword and thematic literature analysis in a complementary way.

This article maps the CX literature by describing its intellectual structure in terms of three research domains (customer, organizational and technological), their corresponding most relevant research themes and topics. Moreover, this study develops a conceptual framework and research propositions to summarize and integrate the CX literature. This work recognizes technology as an important driver for the development of CX research. Lastly, this article provides future research opportunities for moving the field forward, considering an integrative view among domains.

Originality/value

This paper complements other reviews on CX by using a novel methodological approach (co-keyword and thematic analysis) that enables the identification and visualization of the CX intellectual structure. In addition, the study explores the increasing connection between technology and CX research, by raising evidence that technology, by continuously modifying services and consequently CX, has become a transversal component in the research field. These outcomes may be useful for academics and practitioners.

• Customer experience
• Service experience
• Co-creation
• Bibliometry

Acknowledgements

The authors thank the Editors and two anonymous reviewers for their valuable comments on this article.

Silva, J.H.O. , Mendes, G.H.S. , Cauchick Miguel, P.A. , Amorim, M. and Teixeira, J.G. (2021), "Customer experience research: intellectual structure and future research opportunities", Journal of Service Theory and Practice , Vol. 31 No. 6, pp. 893-931. https://doi.org/10.1108/JSTP-08-2020-0193

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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PurposeContemporary 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/approachAfter 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.FindingsThe 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/valueBy offering a pioneering analysis of the corpus of CX research (1997–2021), these analyses offer a pertinent theoretical contribution.

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