Customer experience: fundamental premises and implications for research

Larissa Becker*, Elina Jaakkola

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

395 Citations (Scopus)


Customer experience is a key marketing concept, yet the growing number of studies focused on this topic has led to considerable fragmentation and theoretical confusion. To move the field forward, this article develops a set of fundamental premises that reconcile contradictions in research on customer experience and provide integrative guideposts for future research. A systematic review of 136 articles identifies eight literature fields that address customer experience. The article then compares the phenomena and metatheoretical assumptions prevalent in each field to establish a dual classification of research traditions that study customer experience as responses to either (1) managerial stimuli or (2) consumption processes. By analyzing the compatibility of these research traditions through a metatheoretical lens, this investigation derives four fundamental premises of customer experience that are generalizable across settings and contexts. These premises advance the conceptual development of customer experience by defining its core conceptual domain and providing guidelines for further research.
Original languageEnglish
Peer-reviewed scientific journalJournal of the Academy of Marketing Science
Pages (from-to)630-648
Publication statusPublished - 2020
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • customer experience
  • consumer experience
  • customer journey
  • literature review
  • metatheoretical analysis


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