Customer Experience in Retail: A Systematic Literature Review
The customer experience (CX) is a concept that has been closely studied by companies in recent years. This is because it is one of the most important factors in maintaining a competitive advantage. In addition, it is customers who seek to create an experience that goes beyond the acquisition of a pr...
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2020-10-01
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doaj-800aa41db8de4093a68db31df8e228192020-11-25T03:43:57ZengMDPI AGApplied Sciences2076-34172020-10-01107644764410.3390/app10217644Customer Experience in Retail: A Systematic Literature ReviewCamila Bascur0Cristian Rusu1School of Informatics Engineering, Pontificia Universidad Católica de Valparaíso, Valparaíso 2340000, ChileSchool of Informatics Engineering, Pontificia Universidad Católica de Valparaíso, Valparaíso 2340000, ChileThe customer experience (CX) is a concept that has been closely studied by companies in recent years. This is because it is one of the most important factors in maintaining a competitive advantage. In addition, it is customers who seek to create an experience that goes beyond the acquisition of a product. In this article, we present a systematic literature review of the CX in retail. We reviewed articles published over the last ten years related to (1) the definition of the CX; (2) dimensions, attributes, and factors that influence the CX in retail; (3) methods used to evaluate the CX in retail; and (4) potential heuristics to evaluate the CX in general and, in particular, in retail. We analyzed 67 articles, and the obtained result shows that (1) multiple definitions exist in different contexts; (2) the dimensions, such as the conceptualization of the CX, vary depending on the context; (3) the evaluation methods found do not comprehensively evaluate the CX; (4) there is no evidence of heuristics used to evaluate the CX.https://www.mdpi.com/2076-3417/10/21/7644customer experiencecustomer experience evaluationretailsystematic literature reviewuser experience |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Camila Bascur Cristian Rusu |
spellingShingle |
Camila Bascur Cristian Rusu Customer Experience in Retail: A Systematic Literature Review Applied Sciences customer experience customer experience evaluation retail systematic literature review user experience |
author_facet |
Camila Bascur Cristian Rusu |
author_sort |
Camila Bascur |
title |
Customer Experience in Retail: A Systematic Literature Review |
title_short |
Customer Experience in Retail: A Systematic Literature Review |
title_full |
Customer Experience in Retail: A Systematic Literature Review |
title_fullStr |
Customer Experience in Retail: A Systematic Literature Review |
title_full_unstemmed |
Customer Experience in Retail: A Systematic Literature Review |
title_sort |
customer experience in retail: a systematic literature review |
publisher |
MDPI AG |
series |
Applied Sciences |
issn |
2076-3417 |
publishDate |
2020-10-01 |
description |
The customer experience (CX) is a concept that has been closely studied by companies in recent years. This is because it is one of the most important factors in maintaining a competitive advantage. In addition, it is customers who seek to create an experience that goes beyond the acquisition of a product. In this article, we present a systematic literature review of the CX in retail. We reviewed articles published over the last ten years related to (1) the definition of the CX; (2) dimensions, attributes, and factors that influence the CX in retail; (3) methods used to evaluate the CX in retail; and (4) potential heuristics to evaluate the CX in general and, in particular, in retail. We analyzed 67 articles, and the obtained result shows that (1) multiple definitions exist in different contexts; (2) the dimensions, such as the conceptualization of the CX, vary depending on the context; (3) the evaluation methods found do not comprehensively evaluate the CX; (4) there is no evidence of heuristics used to evaluate the CX. |
topic |
customer experience customer experience evaluation retail systematic literature review user experience |
url |
https://www.mdpi.com/2076-3417/10/21/7644 |
work_keys_str_mv |
AT camilabascur customerexperienceinretailasystematicliteraturereview AT cristianrusu customerexperienceinretailasystematicliteraturereview |
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