Investigating the intellectual and conceptual structure of customer enables scholars to not only recognizes the dominant intellectual framework on this topic but to anticipate current and future research trends. To obtain this, present study as a quantitative review seeks to show evolution of customer experience by using bibliometric analysis and visualization software. This research analyzed 1414 retrieved papers extracted from Scopus database till end of May 2021, employing VOS Viewer for mapping and illustrating relationships. Findings implicate increasing growth of researches especially since 2014. Number of papers with 174 and citations with 7004 reached the highest point in 2020. As the first step, the study presented the most productive authors, Journals, Universities and Countries. Then, used Co citation analysis to explain intellectual structure and underlying theories in customer experience as result 6 clusters were indentified. Keywords Co occurrence analysis conducted explaining the evolution of customer experience and recent trends in this field. Findings also indicate that in customer experience and it’s studies, the perspective towards it shifted from company centric to the customer centric and also from dyadic relationship shifted to the inclusion of all sides and stakeholders to co create the experience.
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.