Acceso usuarios
Mahmut Bakır, Fatma Selin Sak
Objective: Customer experience is now widely acknowledged as a key factor for achieving sustainable competitive advantage. However, comprehensive research providing a global picture of the scientific knowledge on this topic is limited. This study provides a systematic review of the evolution and structure of customer experience research in business through bibliometric and network analysis.
Methodology: A total of 2,035 articles, published between 1984 and 2024, were analysed using the Web of Science (WoS) database. The Bibliometrix R package within the Biblioshiny version was used to analyse the data.
Results: The findings reveal a significant increase in publications over time, with emerging topics such as the metaverse, artificial intelligence and omnichannel retailing gaining attention in recent years. Moreover, keyword co-occurrence and co-citation networks identified five and three distinct research clusters, respectively.
Limitations: This study is based solely on bibliometric data from the WoS database, and further insights could be gained by incorporating other databases.
Practical implications: The study highlights the critical need for managers to understand and strategically implement customer experience co-creation to secure a competitive edge in highly competitive markets.
