Customer eXperience evaluation methodologies: A literature review

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.