TY - JOUR
T1 - Customer experience in retail
T2 - A systematic literature review
AU - Bascur, Camila
AU - RUSU, ALEXANDRU CRISTIAN
N1 - Publisher Copyright:
© 2020 by the authors. Licensee MDPI, Basel, Switzerland.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020/11/1
Y1 - 2020/11/1
N2 - 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.
AB - 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.
KW - Customer experience
KW - Customer experience evaluation
KW - Retail
KW - Systematic literature review
KW - User experience
UR - http://www.scopus.com/inward/record.url?scp=85094649543&partnerID=8YFLogxK
U2 - 10.3390/app10217644
DO - 10.3390/app10217644
M3 - Article
AN - SCOPUS:85094649543
VL - 10
SP - 1
EP - 18
JO - Applied Sciences (Switzerland)
JF - Applied Sciences (Switzerland)
SN - 2076-3417
IS - 21
M1 - 7644
ER -