Abstract
AbstractNowadays, customer experience is receiving much attention in scientific and managerial community. Scholars and practitioners state that customer experience is the next area of competition. For a long time, there has been a call for a uniform, accurate definition, definition of its components, and the development of the customer experience frameworks. As this topic is new, there has been a considerable fragmentation. The question is if the fragmentation is still present and how can we address it. The aim of this paper is to summarize research on customer experience analysis and to explore and compare the dimensions describing customer experience listed in seven conceptual models with findings from 17 research projects on customer experience conducted after the year 2010. The purpose of this is to summarize recent knowledge, get the most comprehensive view on customer experience and its possible decomposition, and to reveal possible relationships between the dimensions. Based on a review of the available literature, the paper juxtaposes several approaches to customer experience analysis and compares their results to find similarities and differences among them. In the first step, the dimensions and factors of the customer experience were extracted from the seven models to analyze customer experience and they were compared with each other. This resulted in a set of dimensions and factors. In the next step, customer experience factors and dimensions were extracted from 17 practical research papers on customer experience. Finally, based on their descriptions and found similarities, the dimensions and factors were put together into several groups, as this grouping and creation of the new universal set of dimensions might solve the fragmentation issue.
Highlights
The phenomenon of customer experience is considered as the new direction of focus in the area of marketing
Secondary research of papers aimed at analyzing customer experience shows that, continuously through the years, several models that reacted on the changes in market environment emerged
Most of the authors use the dimensions of customer experience devised for their specific research
Summary
The phenomenon of customer experience is considered as the new direction of focus in the area of marketing. Managerial and scientific community is trying to understand the experience (Frow & Payne, 2007; Johnston & Kong, 2011; Klaus, 2014b; Klaus & Maklan, 2013; Lemke et al, 2011; McColl-Kennedy et al, 2015; Schouten et al, 2007). They are analyzing the whole process from the creation of experience, its measurement, mapping the outcomes to its improvement (Voss et al, 2008). The main problem remained the same, and it is related to how companies view the customer experience (Klaus, 2013a)
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