Customer eXperience evaluation methodologies: A literature review

Luis Rojas, Daniela Quiñones

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Scopus citations


Despite the multiple evaluation approaches (methods, instruments, and tools) available to evaluate the Customer eXperience (CX), there is a dearth of CX evaluation methodologies. This research presents a review of 12 studies mainly related to methodologies and evaluation approaches within them that are used -or can be used as a reference- to evaluate the CX. We conduct a literature review of papers published on ScienceDirect, Scopus, and Google Scholar. The review was based on the guidelines proposed by Kitchenham (2007) and shows that: (1) there is a lack of formal CX evaluation methodologies; (2) CX studies reviewed do not consider factors, such as touchpoints, channels, and dimensions; (3) CX studies reviewed do not validate their stages and do not provide sufficient detail for both stages and evaluation approaches within them; and (4) it is possible to use methodologies from other domains to fill the shortcomings found in CX studies reviewed.

Original languageEnglish
Title of host publicationProceedings of CLIHC 2021 - 10th Latin American Conference on Human Computer Interaction
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450384896
StatePublished - 22 Nov 2021
Event10th Latin American Conference on Human Computer Interaction, CLIHC 2021 - Virtual, Online, Chile
Duration: 22 Nov 202124 Nov 2021

Publication series

NameACM International Conference Proceeding Series


Conference10th Latin American Conference on Human Computer Interaction, CLIHC 2021
CityVirtual, Online


  • Customer experience
  • Evaluation
  • Evaluation approaches
  • Instruments
  • Methodology
  • Methods
  • Tools

Cite this