Charting the intellectual structure of customer experience research
P Kumar, LD Hollebeek, AK Kar, J Kukk - Marketing Intelligence & …, 2023 - emerald.com
P Kumar, LD Hollebeek, AK Kar, J Kukk
Marketing Intelligence & Planning, 2023•emerald.comPurpose 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 …
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 …
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.
Emerald Insight以上显示的是最相近的搜索结果。 查看全部搜索结果