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

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Abstract

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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Acknowledgements

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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Authors and Affiliations

  1. Department of Marketing, Faculty of Business and Accountancy, Graduate School of Business, University of Malaya, Kuala Lumpur, Malaysia

    Muhammad Waqas & Zalfa Laili Binti Hamzah

  2. Department of Operation and Management Information System, Faculty of Business and Accountancy, Graduate School of Business, University of Malaya, Kuala Lumpur, Malaysia

    Noor Akma Mohd Salleh

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  1. Muhammad Waqas
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  2. Zalfa Laili Binti Hamzah
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  3. Noor Akma Mohd Salleh
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Correspondence to Zalfa Laili Binti Hamzah.

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Appendices

Appendix 1

See Table 8.

Table 8 Orientation of customer experience studies
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Appendix 2

See Table 9.

Table 9 Antecedents and consequences of customer experience
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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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