Customer Experience Literature Analysis Based on Bibliometry

Customer experience (CX) has attracted an increasing interest of practitioners and scholars, since it has become an important basis for the competitiveness of organizations. To better understand how the literature in the customer experience field has evolved, this study presents a bibliometric study of 613 articles published in peer-reviewed journals from 1991 to 2018 using citation and reference co-citation analyses. The results show that service quality, service encounter, and service-dominant logic literature encompass the foundations (intellectual roots) of the CX research field. This work brings four main contributions. Firstly, it demonstrates the emergence of customer-centric theories that have contributed to the development of the CX field. Secondly, initial studies emphasized the hedonic aspects of consumption, although subsequent studies have broadened the CX scope. Thirdly, customer experience has evolved from a static to a dynamic view. Lastly, as the field consolidates, the role of technology has gained prominence.