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

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

• Published: 15 February 2020
• Volume 71 , pages 135–176, ( 2021 )

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• Muhammad Waqas 1 ,
• Zalfa Laili Binti Hamzah 1 &
• Noor Akma Mohd Salleh 2  

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46 Citations

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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.

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We would like to thank editor-in-chief (Prof. Dr Joern Block), and the anonymous reviewers for their constructive comments on this paper.

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Waqas, M., Hamzah, Z.L.B. & Salleh, N.A.M. Customer experience: a systematic literature review and consumer culture theory-based conceptualisation. Manag Rev Q 71 , 135–176 (2021). https://doi.org/10.1007/s11301-020-00182-w

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Received : 08 May 2019

Accepted : 10 February 2020

Published : 15 February 2020

Issue Date : February 2021

DOI : https://doi.org/10.1007/s11301-020-00182-w

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ISSN : 0887-6045

Article publication date: 25 May 2010

This paper aims to critically assess the conceptual validity of customer experience as a construct and propose a model which integrates inter‐personal relationships, service quality and brands.

Design/methodology/approach

A critical review of literature is structured around the key components of brands, relationships, quality, emotions and perceptions, viewed from a consumer's perspective.

Paradoxes in use of the term customer experience are noted. As a verb, experience describes a process of learning, leading to learned response, but as a noun emphasises novelty and the lack of predictable, learned response. By incorporating emotions and perceptual distortion over time, customer experience overcomes many problems associated with static, partial measures of service quality.

Research limitations/implications

Academic coverage of the subject of customer experience remains fragmented. Approaches to its measurement are suggested and their limitations noted. The multi‐dimensional, situation‐specific nature of customer experience favours qualitative rather than quantitative measurement approaches.

Practical implications

The unique nature of customer experience, which is specific to a customer, at a specific time and location, in the context of a specific event, limits its managerial usefulness for planning and control purposes. Many companies have seen customer experience management (CEM) as a successor to customer relationship management (CRM). However, issues of inter‐functional integration become an even greater challenge.

Originality/value

This paper has provided a critical review of an emerging topic and suggested that despite academic interest in the concept, practical application of customer experience management may be difficult to achieve.

• Consumer behaviour
• Customer satisfaction
• Customer relations
• Service quality assurance

Palmer, A. (2010), "Customer experience management: a critical review of an emerging idea", Journal of Services Marketing , Vol. 24 No. 3, pp. 196-208. https://doi.org/10.1108/08876041011040604

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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At Business Insider, we use our bank account methodology to rate all of our banking products. While the Webull Cash Management Account isn't technically a bank account, we used our checking account methodology since cash management accounts are similar to high-yield checking accounts.

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