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

Waqas, Muhammad and Hamzah, Zalfa Laili and Salleh, Noor Akma Mohd (2021) Customer experience: a systematic literature review and consumer culture theory-based conceptualisation. Management Review Quarterly, 71 (1). pp. 135-176. ISSN 2198-1620

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

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. © 2020, Springer Nature Switzerland AG.

Item Type: Article
Uncontrolled Keywords: Consumer culture theory; Customer experience; Literature review; Online experience
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Business and Accountancy > Dept of Marketing
Faculty of Business and Accountancy > Dept of Operations and Management Information Systems
Depositing User: Ms. Juhaida Abd Rahim
Date Deposited: 04 May 2021 00:48
Last Modified: 04 May 2021 00:48
URI: http://eprints.um.edu.my/id/eprint/25942

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