Bibliometric analysis of the customer experience literature

Abstract

This article provides an extensive review and analysis of the customer experience (CX) literature. This growing, highly topical research area draws on contributions from multiple disciplines, including marketing, philosophy, management and psychology. The present analysis was performed using 1,358 articles published between 1996 and 2021 and indexed in the Web of Science (WoS) database. These articles were analysed using bibliometric methods. The analysis provides insights into the volume of publications, most cited articles and authors, most prolific institutions and countries, and keywords in CX research. The findings provide an up-to-date picture of CX as an academic concept. They also help identify new lines of research on CX and other associated concepts.