Comprehensive Literature Review of Customer Experience Paradigms

• Main Author: Triviño, Jyro B
• Format: text
• Published: Archīum Ateneo 2024
• Subjects: customer experience; touchpoints; individual context; discrete emotions; marketing; Business; Marketing
• Online Access: https://archium.ateneo.edu/leadership-and-strategy-faculty-pubs/36; https://journal.bmu.edu.in/journal-files/Comprehensive_Literature.pdf
• Institution: Ateneo De Manila University

This paper aims to explore customer experience extensively within the existing literature. Commencing with a critical examination of the current landscape and the controversies it encapsulates, the paper will focus on diverse definitions of customer experience and its constituent elements such as touchpoints, individual context, and discrete emotions. Subsequently, an evaluative review of the arguments employed to measure customer experience will be presented, emphasizing their differentiation from crucial marketing metrics. Lastly, the paper will culminate in a synthesis that addresses the primary research lacunae in this field. We benefit from a more detailed exploration of how these differing perspectives impact the practical application of customer experience strategies in marketing or business contexts. This further enhances the understanding of why reaching a consensus on its definition remains challenging and why various interpretations persist.