Customer experience: a critical literature review and research agenda

Abstract

The aim of this article is to critically evaluate the literature on customer experience (CE) and suggest thrust areas for future research endeavour. A systematic process was used to gather data in the form of articles published in different management journals that are available online through open and resourced databases. Further, through an impartial cross-referencing method these articles were categorised and tabulated under eight headings such as type and period of publication, application area, journals, data collection methods and sampling technique, statistical method, antecedents, dimensions and consequences of CE. The findings reveal the thrust areas of CE, their results, implications, and limitations. The research gaps are discussed that may be acknowledged by the future researchers. Based on the research findings, the paper concludes with a generalised framework for CE measurement which may be applicable to online and offline experiences of the customers.