Synthesizing the Customer Experience Concept: A Multimodularity Approach

Dongmei Zha, Reza Marvi, Pantea Foroudi

Research output: Contribution to journalReview articlepeer-review


The purpose of this paper is to review and analyse the customer experience (CX) literature by applying a modularity approach. To understand in greater depth the roots of modularity in the CX literature and its implications for future research going forward, we adopt co-citation analysis to track the transformation of the CX literature from 1984 to 2021 with 546 articles published in business and management journals in four intellectual time periods (1984–2005, 2006–2010, 2011–2015, and 2016–2021). The results show evidence of a vibrant multivocal CX literature landscape, with a dynamic and evolving intellectual structure staffed by a coalition of intellectual inputs from the three major marketing systems and their corresponding logics – service marketing logic, experiential marketing logic, and branding logic. Based on this finding, a new modular CX framework is presented, one that weds a firm’s multi-logic response to a modular view of consumption. It then concludes with relevant opportunities for future research directions and provides novel applications for managers.
Original languageEnglish
Article number114185
Number of pages26
JournalJournal of Business Research
Early online date27 Jul 2023
Publication statusPublished - Nov 2023

Bibliographical note

Copyright © 2023 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (


  • Co-citation analysis, modularity approach
  • Customer experience
  • Intellectual structure


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