A critical review of research on customer experience management: Theoretical, methodological and cultural perspectives

Purpose: The purpose of this paper is to provide a critical review of research on customer experience management (CEM). The objectives are as follows. The paper first introduces the concepts involved in CEM by identifying definitions and dimensions of the customer experience. Second, the paper describes the evolution of CEM research from a theoretical perspective in generic businesses and then in the hospitality and tourism (H&T) sector. Third, the paper investigates the methodological approaches used in CEM research and addresses the challenges in measuring the customer experience. Fourth, this study addresses cultural issues in CEM research. The identification of gaps in CEM research in the general business and H&T sectors leads the authors to consider directions for future research. Managerial implications are also provided. Design/methodology/approach: The paper takes the form of a review of the extant literature in the general businesses and the H&T industry. Findings: Despite the emergence of CEM as a vital research area, a large portion of its studies remain conceptual, which indicates that further empirical investigations are necessary. Importantly, the uniquely experiential nature of H&T products/services calls for systematic, theory-driven research. The paper identifies future research topics, which include total customer experience, transcendent experience, transformational experience, authentic experience and the co-creation of experience. This study delineates potential methods and measurement scales that can be used in CEM research and some challenges in the development of future measurement scales of customer experience. Recognizing a lack of CEM research from a cultural perspective, this paper calls for future studies that consider cultural factors in the identification of the underlying reasons for various perceptions of experiences. Practical implications: Companies need to take a holistically integrated approach to creating a memorable experience in which multidimensional value can be delivered through multiple, sequential stages of experience. The co-creation of experience can lead to a sustainable experience that can be life transforming or perspective transforming. Originality/value: Acknowledging the importance of excellent CEM in the contemporary H&T industry, this paper provides a compilation of literature on CEM and offers a foundation for advancing future CEM research in the H&T industry.