Charting the intellectual structure of customer experience research
(2023) In Marketing Intelligence and Planning 41(1). p.31-47- Abstract
Purpose: Contemporary firms are increasingly focusing on enhancing the customer experience (CX) to gain a sustainable competitive advantage. However, despite the rapid growth of CX research from both the customer's and the firm's perspectives, the intellectual structure of CX research remains tenuous, thus requiring further investigation. Addressing this gap, the authors review and map the existing corpus of CX literature, from which important implications are drawn.
Design/methodology/approach: After inventorizing the CX literature (1997–2021), the authors apply bibliometric (e.g. co-citation) analysis to identify key CX articles and pertinent CX-publishing journals, followed by the identification of key CX research themes... (More)
Purpose: Contemporary firms are increasingly focusing on enhancing the customer experience (CX) to gain a sustainable competitive advantage. However, despite the rapid growth of CX research from both the customer's and the firm's perspectives, the intellectual structure of CX research remains tenuous, thus requiring further investigation. Addressing this gap, the authors review and map the existing corpus of CX literature, from which important implications are drawn.
Design/methodology/approach: After inventorizing the CX literature (1997–2021), the authors apply bibliometric (e.g. co-citation) analysis to identify key CX articles and pertinent CX-publishing journals, followed by the identification of key CX research themes through network analysis.
Findings: The authors first document chief CX-publishing journals and articles and identify their respective contributions. The authors, then, derive five core CX themes, including CX through the customer journey, S-D Logic-informed CX, interactive service–based CX, CX in the servicescape and CX and consumption. The authors conclude by developing an agenda for future CX research based on the study findings.
Originality/value: By offering a pioneering analysis of the corpus of CX research (1997–2021), these analyses offer a pertinent theoretical contribution.
(Less)
- author
- Kumar, Prashant ; Hollebeek, Linda D. LU ; Kar, Arpan Kumar and Kukk, Jana
- publishing date
- 2023-01-20
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Bibliometric analysis, Co-citation analysis, Customer experience, Literature review
- in
- Marketing Intelligence and Planning
- volume
- 41
- issue
- 1
- pages
- 17 pages
- publisher
- Emerald Group Publishing Limited
- external identifiers
-
- scopus:85135799548
- ISSN
- 0263-4503
- DOI
- 10.1108/MIP-05-2022-0185
- language
- English
- LU publication?
- no
- additional info
- Publisher Copyright: © 2022, Emerald Publishing Limited.
- id
- 788cc612-fc2b-48f2-a443-16a2c702f5b6
- date added to LUP
- 2023-02-20 10:12:35
- date last changed
- 2023-02-20 13:40:12
@article{788cc612-fc2b-48f2-a443-16a2c702f5b6,
abstract = {{<p>Purpose: Contemporary firms are increasingly focusing on enhancing the customer experience (CX) to gain a sustainable competitive advantage. However, despite the rapid growth of CX research from both the customer's and the firm's perspectives, the intellectual structure of CX research remains tenuous, thus requiring further investigation. Addressing this gap, the authors review and map the existing corpus of CX literature, from which important implications are drawn. <br/></p><p>Design/methodology/approach: After inventorizing the CX literature (1997–2021), the authors apply bibliometric (e.g. co-citation) analysis to identify key CX articles and pertinent CX-publishing journals, followed by the identification of key CX research themes through network analysis. <br/></p><p>Findings: The authors first document chief CX-publishing journals and articles and identify their respective contributions. The authors, then, derive five core CX themes, including CX through the customer journey, S-D Logic-informed CX, interactive service–based CX, CX in the servicescape and CX and consumption. The authors conclude by developing an agenda for future CX research based on the study findings. <br/></p><p>Originality/value: By offering a pioneering analysis of the corpus of CX research (1997–2021), these analyses offer a pertinent theoretical contribution.</p>}},
author = {{Kumar, Prashant and Hollebeek, Linda D. and Kar, Arpan Kumar and Kukk, Jana}},
issn = {{0263-4503}},
keywords = {{Bibliometric analysis; Co-citation analysis; Customer experience; Literature review}},
language = {{eng}},
month = {{01}},
number = {{1}},
pages = {{31--47}},
publisher = {{Emerald Group Publishing Limited}},
series = {{Marketing Intelligence and Planning}},
title = {{Charting the intellectual structure of customer experience research}},
url = {{http://dx.doi.org/10.1108/MIP-05-2022-0185}},
doi = {{10.1108/MIP-05-2022-0185}},
volume = {{41}},
year = {{2023}},
}