Title: Customer experience: a critical literature review and research agenda

Authors: Ruchi Garg; Zillur Rahman; Ishwar Kumar

Addresses: Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand, Pin No. – 247667, India. ' Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand, Pin No. – 247667, India. ' Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand, Pin No. – 247667, India

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.

Keywords: customer experience; research; customer satisfaction; literature review.

DOI: 10.1504/IJSSCI.2011.045556

International Journal of Services Sciences, 2011 Vol.4 No.2, pp.146 - 173

Received: 16 Aug 2010
Accepted: 17 Jul 2011
Published online: 21 Feb 2015 *

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