Customer Experience A Critical Review and Research Agenda

This chapter seeks to delve into the fundamental knowledge within the customer experience domain spanning the last four decades. It traces the evolution of customer experience literature from 1984 to 2021, encompassing 546 articles divided into four time periods (1984–2005, 2006–2010, 2011–2015, and 2016–2021). Findings revealed that four pivotal trends, namely emotion, extraordinariness, multidimensionality, and value, have consistently influenced the structure of customer experience. To propel the customer experience literature forward, we propose valuable future directions and a model for the continued development of literature.