A Bibliometric Analysis of Customer Experience in Service Design from 1999 to 2020

The customer experience in service design has recently revealed a growing interest in service research; the objective focuses on exploring the connection between customer experience and service design through a bibliometric analysis to examine growing interest. The methodology utilized Biblioshiny from the Bibliometrix Library of R software to process documents obtained from the Scopus database from 1999 to 2020. In parallel, the VOSviewer software executed the five types of bibliometric methods: citation analysis, co-citation analysis, bibliographic coupling, co-authorship analysis, and co-occurrence analysis. The main findings focus top 10 authors, 10 primary sources, 10 leading countries, 10 relevant affiliations, central clusters of collaborative networks, relevant authors and sources from influence and similarity, and principal connection concepts; therefore, customer experience in service design has become essential for scientific research and is rising in the European continent. Future research must consider methods to reinforce the fundamentals of service design and customer experience, technology to improve the customer experience in service design, services ecosystems for value co-creation, and the customer’s experience in the physical environment of the services.