Customer experience: fundamental premises and implications for research

Larissa Becker () and Elina Jaakkola ()
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Larissa Becker: University of Turku
Elina Jaakkola: University of Turku

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 4, No 2, 630-648

Abstract: Abstract Customer experience is a key marketing concept, yet the growing number of studies focused on this topic has led to considerable fragmentation and theoretical confusion. To move the field forward, this article develops a set of fundamental premises that reconcile contradictions in research on customer experience and provide integrative guideposts for future research. A systematic review of 136 articles identifies eight literature fields that address customer experience. The article then compares the phenomena and metatheoretical assumptions prevalent in each field to establish a dual classification of research traditions that study customer experience as responses to either (1) managerial stimuli or (2) consumption processes. By analyzing the compatibility of these research traditions through a metatheoretical lens, this investigation derives four fundamental premises of customer experience that are generalizable across settings and contexts. These premises advance the conceptual development of customer experience by defining its core conceptual domain and providing guidelines for further research.

Keywords: Customer experience; Consumer experience; Customer journey; Literature review; Metatheoretical analysis (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (111)

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DOI: 10.1007/s11747-019-00718-x

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