Synthesizing the customer experience concept: A multimodularity approach
通过共引分析，回顾了1984至2021年间546篇商业管理期刊中的客户体验文献，揭示了服务营销、体验营销和品牌三大逻辑的演变，并提出了一个融合企业多逻辑响应与消费模块化的新框架，为管理者和研究者提供参考。
The purpose of this paper is to review and analyse the customer experience (CX) literature by applying a modularity approach. To understand in greater depth the roots of modularity in the CX literature and its implications for future research going forward, we adopt co-citation analysis to track the transformation of the CX literature from 1984 to 2021 with 546 articles published in business and management journals in four intellectual time periods (1984–2005, 2006–2010, 2011–2015, and 2016–2021). The results show evidence of a vibrant multivocal CX literature landscape, with a dynamic and evolving intellectual structure staffed by a coalition of intellectual inputs from the three major marketing systems and their corresponding logics – service marketing logic, experiential marketing logic, and branding logic. Based on this finding, a new modular CX framework is presented, one that weds a firm’s multi-logic response to a modular view of consumption. It then concludes with relevant opportunities for future research directions and provides novel applications for managers.