Abstract

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<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>The purpose of this paper is to review the literature on customer experience to develop a better understanding of the concept and propose a research agenda.</jats:p>
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<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>The paper is based on a thorough review of 69 full-text articles, 12 books and one published dissertation related to customer experience.</jats:p>
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<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>The review describes the relevance of experiential perspective, service experience and customer experience to attract, delight and retain customers. Customer experience is regarded as a holistic interactive process, facilitated through cognitive and emotional clues, moderated by customer and contextual characteristics, resulting into unique and pleasurable/un-pleasurable memories. The study provides a deeper understanding of the concept and research issues for customer experience.</jats:p>
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<jats:title content-type="abstract-subheading">Research limitations/implications</jats:title>
<jats:p>It provides important insights into the emergence, development, management and measurement of customer experience-related issues for future research.</jats:p>
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<jats:title content-type="abstract-subheading">Practical implications</jats:title>
<jats:p>Customer experience needs to be considered and managed as a holistic strategic process for creating customer value, differentiation, customer satisfaction, loyalty and competitive advantage.</jats:p>
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<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>The study contributes to the understanding of customer experience and research agenda based on a thorough review of literature spanning 25 years.</jats:p>
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