Customer experience: a systematic literature review and consumer culture theory-based conceptualisation

Muhammad Waqas, Zalfa Laili Binti Hamzah*, Noor Akma Mohd Salleh

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


The study aims to summarise and classify the existing research and to better understand the past, present, and the future state of the theory of customer experience. The main objectives of this study are to categorise and summarise the customer experience research, identify the extant theoretical perspectives that are used to conceptualise the customer experience, present a new conceptualisation and conceptual model of customer experience based on consumer culture theory and to highlight the emerging trends and gaps in the literature of customer experience. To achieve the stated objectives, an extensive literature review of existing customer experience research was carried out covering 49 journals. A total of 99 empirical and conceptual articles on customer experience from the year 1998 to 2019 was analysed based on different criteria. The findings of this study contribute to the knowledge by highlighting the role of customer attribution of meanings in defining their experiences and how such experiences can predict consumer behaviour.

Original languageEnglish
Pages (from-to)135-176
Number of pages42
JournalManagement Review Quarterly
Issue number1
Early online date15 Feb 2020
Publication statusPublished - 1 Feb 2021


  • consumer culture theory
  • customer experience
  • literature review
  • online experience

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