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

  • Published: 15 February 2020
  • Volume 71 , pages 135–176, ( 2021 )

Cite this article

literature review on customer perception pdf

  • Muhammad Waqas 1 ,
  • Zalfa Laili Binti Hamzah 1 &
  • Noor Akma Mohd Salleh 2  

12k Accesses

10 Altmetric

Explore all metrics

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Subscribe and save.

  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime

Price includes VAT (Russian Federation)

Instant access to the full article PDF.

Rent this article via DeepDyve

Institutional subscriptions

literature review on customer perception pdf

Similar content being viewed by others

literature review on customer perception pdf

Customer experience: fundamental premises and implications for research

literature review on customer perception pdf

Components of Customer Experience and their Impact on Co-created Value: An Abstract

Customer experience management: toward implementing an evolving marketing concept.

Abbott L (1955) Quality and competition. Columbia University Press, New York

Google Scholar  

Addis M, Holbrook MB (2001) On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity. J Consum Behav 1:50–66

Alben L (1996) Defining the criteria for effective interaction design. Interactions 3:11–15

Allen CT, Fournier S, Miller F (2008) Brands and their meaning makers. In: Haugtvedt C, Herr P, Kardes F (eds) Handbook of consumer psychology. Taylor & Francis, Milton Park, pp 781–822

Andreini D, Pedeliento G, Zarantonello L, Solerio C (2019) A renaissance of brand experience: advancing the concept through a multi-perspective analysis. J Bus Res 91:123–133

Arnold MJ, Reynolds KE, Ponder N, Lueg JE (2005) Customer delight in a retail context: investigating delightful and terrible shopping experiences. J Bus Res 58:1132–1145

Arnould EJ, Thompson CJ (2005) Consumer culture theory (CCT): twenty years of research. J Consum Res 31:868–882

Beckman E, Kumar A, Kim Y-K (2013) The impact of brand experience on downtown success. J Travel Res 52:646–658

Belk RW, Costa JA (1998) The mountain man myth: a contemporary consuming fantasy. J Consum Res 25:218–240

Bennett R, Härtel CE, McColl-Kennedy JR (2005) Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R. Ind Mark Manag 34:97–107

Berry LL (2000) Cultivating service brand equity. J Acad Mark Sci 28:128–137

Berry LL, Carbone LP, Haeckel SH (2002) Managing the total customer experience. MIT Sloan Manag Rev 43:85–89

Biedenbach G, Marell A (2010) The impact of customer experience on brand equity in a business-to-business services setting. J Brand Manag 17:446–458

Bilgihan A, Okumus F, Nusair K, Bujisic M (2014) Online experiences: flow theory, measuring online customer experience in e-commerce and managerial implications for the lodging industry. Inf Technol Tour 14:49–71

Bilro RG, Loureiro SMC, Ali F (2018) The role of website stimuli of experience on engagement and brand advocacy. J Hosp Tour Technol 9:204–222

Bolton RN, Kannan PK, Bramlett MD (2000) Implications of loyalty program membership and service experiences for customer retention and value. J Acad Mark Sci 28:95–108

Brakus JJ, Schmitt BH, Zarantonello L (2009) Brand experience: what is it? How is it measured? Does it affect loyalty? J Mark 73:52–68

Branch JD (2007) Postmodern consumption and the high-fidelity audio microculture. In: Belk RW, Sherry JF Jr (eds) Consumer culture theory. JAI Press, Oxford

Braun-LaTour KA, LaTour MS (2005) Transforming consumer experience: when timing matters. J Advert 34:19–30

Braun-LaTour KA, LaTour MS, Pickrell JE, Loftus EF, SUia (2004) How and when advertising can influence memory for consumer experience. J Advert 33:7–25

Bridges E, Florsheim R (2008) Hedonic and utilitarian shopping goals: the online experience. J Bus Res 61:309–314

Brodie RJ, Ilic A, Juric B, Hollebeek L (2013) Consumer engagement in a virtual brand community: an exploratory analysis. J Bus Res 66:105–114

Bronner F, Neijens P (2006) Audience experiences of media context and embedded advertising-a comparison of eight media international. Int J Mark Res 48:81–100

Calder BJ, Malthouse EC, Schaedel U (2009) An experimental study of the relationship between online engagement and advertising effectiveness. J Interact Mark 23:321–331

Carù A, Cova B (2003) Revisiting consumption experience: a more humble but complete view of the concept. Mark Lett 3:267–286

Chandler JD, Lusch RF (2015) Service systems: a broadened framework and research agenda on value propositions, engagement, and service experience. J Serv Res 18:6–22

Constantinides E (2004) Influencing the online consumer’s behavior: the web experience. Internet Res 14:111–126

Constantinides E, Lorenzo-Romero C, Gómez MA (2010) Effects of web experience on consumer choice: a multicultural approach. Internet Res 20:188–209

Cooper H, Schembri S, Miller D (2010) Brand-self identity narratives in the James Bond movies. Psychol Mark 27:557–567

Cova B (1997) Community and consumption: towards a definition of the “linking value” of product or services. Eur J Mark 31:297–316

Creswell JW (2007) Qualitative inquiry and research design: choosing among five approaches, 2nd edn. Sage Publications, Thousand Oaks

Das K (2009) Relationship marketing research (1994–2006) an academic literature review and classification. Mark Intell Plan 27:326–363

Das G, Agarwal J, Malhotra NK, Varshneya G (2019) Does brand experience translate into brand commitment? A mediated-moderation model of brand passion and perceived brand ethicality. J Bus Res 95:479–490

Daugherty T, Li H, Biocca F (2008) Consumer learning and the effects of virtual experience relative to indirect and direct product experience. Psychol Mark 25:568–586

De Keyser A, Lemon KN, Klaus P, Keiningham TL (2015) A framework for understanding and managing the customer experience. Marketing Science Institute working paper series, pp 15–121

de Oliveira Santini F, Ladeira WJ, Sampaio CH, Pinto DC (2018) The brand experience extended model: a meta-analysis. J Brand Manag 25:519–535

De Vries L, Gensler S, Leeflang PS (2012) Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. J Interact Mark 26:83–91

Ding CG, Tseng TH (2015) On the relationships among brand experience, hedonic emotions, and brand equity. Eur J Mark 49:994–1015

Elliot S, Fowell S (2000) Expectations versus reality: a snapshot of consumer experiences with internet retailing. Int J Inf Manag 20:323–336

Escalas et al (2013) Self-identity and consumer behavior. J Consum Res 39:15–18

Farndale E, Kelliher C (2013) Implementing performance appraisal: exploring the employee experience. Hum Resour Manag 52:879–897

Fisch C, Block J (2018) Six tips for your (systematic) literature review in business and management research. Manag Rev Q 68:103–106

Flavián C, Guinalíu M, Gurrea R (2006) The influence of familiarity and usability on loyalty to online journalistic services: the role of user experience. J Retail Consum Serv 13:363–375

Forlizzi J, Battarbee K (2004) Understanding experience in interactive systems. In: Proceedings of the 5th conference on designing interactive systems: processes, practices, methods, and techniques. ACM, New York, pp 261–268

Frambach RT, Roest HC, Krishnan TV (2007) The impact of consumer internet experience on channel preference and usage intentions across the different stages of the buying process. J Interact Mark 21:26–41

Froehle CM, Roth AV (2004) New measurement scales for evaluating perceptions of the technology-mediated customer service experience. J Oper Manag 22:1–21

Frow P, Payne A (2007) Towards the ‘perfect’ customer experience. J Brand Manag 15:89–101

Garg R, Rahman Z, Kumar I (2011) Customer experience: a critical literature review and research agenda. Int J Serv Sci 4:146–173

Geertz C (2008) Local knowledge: further essays in interpretive anthropology. Basic books, New York

Gensler S, Völckner F, Liu-Thompkins Y, Wiertz C (2013) Managing brands in the social media environment. J Interact Mark 27:242–256

Gentile C, Spiller N, Noci G (2007) How to sustain the customer experience: an overview of experience components that co-create value with the customer. Eur Manag J 25:395–410

Goldstein SM, Johnston R, Duffy J, Rao J (2002) The service concept: the missing link in service design research? J Oper Manag 20:121–134

Grace D, O’Cass A (2004) Examining service experiences and post-consumption evaluations. J Serv Mark 18:450–461

Greenwell TC, Fink JS, Pastore DL (2002) Assessing the influence of the physical sports facility on customer satisfaction within the context of the service experience. Sport Manag Rev 5:129–148

Grewal D, Levy M, Kumar V (2009) Customer experience management in retailing: an organizing framework. J Retail 85:1–14

Ha HY, Perks H (2005) Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust. J Consum Behav An Int Res Rev 4:438–452

Hamzah ZL, Alwi SFS, Othman MN (2014) Designing corporate brand experience in an online context: a qualitative insight. J Bus Res 67:2299–2310

Harris P (2007) We the people: the importance of employees in the process of building customer experience. J Brand Manag 15:102–114

Harris K, Baron S, Parker C (2000) Understanding the consumer experience: it’s’ good to talk’. J Mark Manag 16:111–127

Hassenzahl M (2008) User experience (UX): towards an experiential perspective on product quality. In: Proceedings of the 20th conference on l’Interaction Homme-Machine. ACM, pp 11–15

Hatcher EP (1999) Art as culture: an introduction to the anthropology of art. Greenwood Publishing Group, Westport

Hepola J, Karjaluoto H, Hintikka A (2017) The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. J Prod Brand Manag 26:282–293

Hirschman EC, Holbrook MB (1982) Hedonic consumption: emerging concepts, methods and propositions. J Mark 46:92–101

Hoffman DL, Novak TP (1996) Marketing in hypermedia computer-mediated environments: conceptual foundations. J Mark 60:50–68

Hoffman DL, Novak TP (2017) Consumer and object experience in the internet of things: an assemblage theory approach. J Consum Res 44:1178–1204

Holbrook MB, Hirschman EC (1982) The experiential aspects of consumption: consumer fantasies, feelings, and fun. J Consum Res 9:132–140

Hollebeek LD, Glynn MS, Brodie RJ (2014) Consumer brand engagement in social media: conceptualization, scale development and validation. J Int Mark 28:149–165

Holt DB (2003) Brands and branding. Harvard Business School, Boston

Homburg C, Jozić D, Kuehnl C (2017) Customer experience management: toward implementing an evolving marketing concept. J Acad Mark Sci 45:377–401

Hsu HY, Tsou H-T (2011) Understanding customer experiences in online blog environments. Int J Inf Manag 31:510–523

Huang P, Lurie NH, Mitra S (2009) Searching for experience on the web: an empirical examination of consumer behavior for search and experience goods. J Mark 73:55–69

Hultén B (2011) Sensory marketing: the multi-sensory brand-experience concept. Eur Bus Rev 23:256–273

Iglesias O, Singh JJ, Batista-Foguet JM (2011) The role of brand experience and affective commitment in determining brand loyalty. J Brand Manag 18:570–582

Islam JU, Rahman Z (2016) The transpiring journey of customer engagement research in marketing: a systematic review of the past decade. Manag Dec 54:2008–2034

Jacoby J (2002) Stimulus-organism-response reconsidered: an evolutionary step in modeling (consumer) behavior. J Consum Psychol 12:51–57

Kaplan S (1992) The restorative environment: nature and human experience. In: Relf D (ed) The role of horticulture in human well-being and social development. Timber Press, Arlington, pp 134–142

Keng C-J, Ting H-Y, Chen Y-T (2011) Effects of virtual-experience combinations on consumer-related “sense of virtual community”. Internet Res 21:408–434

Khalifa M, Liu V (2007) Online consumer retention: contingent effects of online shopping habit and online shopping experience. Eur J Inf Syst 16:780–792

Khan I, Fatma M (2017) Antecedents and outcomes of brand experience: an empirical study. J Brand Manag 24:439–452

Khan I, Rahman Z (2015) Brand experience formation mechanism and its possible outcomes: a theoretical framework. Mark Rev 15:239–259

Khan I, Rahman Z, Fatma M (2016) The role of customer brand engagement and brand experience in online banking. Int J Bank Mark 34:1025–1041

Kim H, Suh K-S, Lee U-K (2013) Effects of collaborative online shopping on shopping experience through social and relational perspectives. Inf Manag 50:169–180

Kinard BR, Hartman KB (2013) Are you entertained? The impact of brand integration and brand experience in television-related advergames. J Advert 42:196–203

Kozinets RV (2001) Utopian enterprise: articulating the meanings of Star Trek’s culture of consumption. J Consum Res 28:67–88

Kozinets RV (2002) Can consumers escape the market? Emancipatory illuminations from burning man. J Consum Res 29:20–38

Kuksov D, Shachar R, Wang K (2013) Advertising and consumers’ communications. Mark Sci 32:294–309

LaSalle D, Britton TA (2003) Priceless: turning ordinary products into extraordinary experiences. Harvard Business School Press, Boston

Laugwitz B, Held T, Schrepp M (2008) Construction and evaluation of a user experience questionnaire. In: Symposium of the Austrian HCI and usability engineering group. Springer, Berlin, Heidelberg, pp 63–76

Lee YH, Lim EAC (2008) What’s funny and what’s not: the moderating role of cultural orientation in ad humor. J Advert 37:71–84

Lemke F, Clark M, Wilson H (2011) Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. J Acad Mark Sci 39:846–869

Lemon KN, Verhoef PC (2016) Understanding customer experience throughout the customer journey. J Mark 80:69–96

Lin YH (2015) Innovative brand experience’s influence on brand equity and brand satisfaction. J Bus Res 68:2254–2259

Lindsey-Mullikin J, Munger JL (2011) Companion shoppers and the consumer shopping experience. J Relatsh Mark 10:7–27

Loureiro SMC, de Araújo CMB (2014) Luxury values and experience as drivers for consumers to recommend and pay more. J Retail Consum Serv 21:394–400

Lundqvist A, Liljander V, Gummerus J, Van Riel A (2013) The impact of storytelling on the consumer brand experience: the case of a firm-originated story. J Brand Manag 20:283–297

Mann SJ (2001) Alternative perspectives on the student experience: alienation and engagement. Stud High Educ 26:7–19

Martin J, Mortimer G, Andrews L (2015) Re-examining online customer experience to include purchase frequency and perceived risk. J Retail Consum Serv 25:81–95

Mascarenhas OA, Kesavan R, Bernacchi M (2006) Lasting customer loyalty: a total customer experience approach. J Consum Mark 23:397–405

McCarthy J, Wright P (2004) Technology as experience. Interactions 11:42–43

Menon S, Kahn B (2002) Cross-category effects of induced arousal and pleasure on the Internet shopping experience. J Retail 78:31–40

Mersey RD, Malthouse EC, Calder BJ (2010) Engagement with online media. J Media Bus Stud 7:39–56

Meyer C, Schwager A (2007) Customer experience. Harv Bus Rev 85:1–11

Milligan A, Smith S (2002) Uncommon practice: People who deliver a great brand experience. Financial Times/Prentice Hall, London

Mollen A, Wilson H (2010) Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives. J Bus Res 63:919–925

Morgan-Thomas A, Veloutsou C (2013) Beyond technology acceptance: brand relationships and online brand experience. J Bus Res 66:21–27

Mosley RW (2007) Customer experience, organisational culture and the employer brand. J Brand Manag 15:123–134

Mosteller J, Donthu N, Eroglu S (2014) The fluent online shopping experience. J Bus Res 67:2486–2493

MSI (2016) Research priorities 2016–2018. http://www.msi.org/research/2016-2018-research-priorities/ . Accessed 28 Aug 2017

MSI (2018) Research priorities 2018–2020. Marketing Science Institute, Cambridge

Mulet-Forteza C, Genovart-Balaguer J, Mauleon-Mendez E, Merigó JM (2019) A bibliometric research in the tourism, leisure and hospitality fields. J Bus Res 101:819–827

Nairn A, Griffin C, Gaya Wicks P (2008) Children’s use of brand symbolism: a consumer culture theory approach. Eur J Mark 42:627–640

Nambisan S, Baron RA (2007) Interactions in virtual customer environments: implications for product support and customer relationship management. J Int Mark 21:42–62

Ngo LV, Northey G, Duffy S, Thao HTP (2016) Perceptions of others, mindfulness, and brand experience in retail service setting. J Retail Consum Serv 33:43–52

Novak TP, Hoffman DL, Yung Y-F (2000) Measuring the customer experience in online environments: a structural modeling approach. Mark Sci 19:22–42

Nysveen H, Pedersen PE (2004) An exploratory study of customers’ perception of company web sites offering various interactive applications: moderating effects of customers’ Internet experience. Dec Support Syst 37:137–150

Nysveen H, Pedersen PE (2014) Influences of cocreation on brand experience. Int J Mark Res 56:807–832

Nysveen H, Pedersen PE, Skard S (2013) Brand experiences in service organizations: exploring the individual effects of brand experience dimensions. J Brand Manag 20:404–423

O’Cass A, Grace D (2004) Exploring consumer experiences with a service brand. J Prod Brand Manag 13:257–268

Ofir C, Raghubir P, Brosh G, Monroe KB, Heiman A (2008) Memory-based store price judgments: the role of knowledge and shopping experience. J Retail 84:414–423

Palmer A (2010) Customer experience management: a critical review of an emerging idea. J Serv Mark 24:196–208

Piedmont RL, Leach MM (2002) Cross-cultural generalizability of the spiritual transcendence scale in india: spirituality as a universal aspect of human experience. Am Behav Sci 45:1888–1901

Pine BJ, Gilmore JH (1998) Welcome to the experience economy. Harv Bus Rev 76:97–105

Ponsonby-Mccabe S, Boyle E (2006) Understanding brands as experiential spaces: axiological implications for marketing strategists. J Strateg Mark 14:175–189

Prahalad CK, Ramaswamy V (2004) Co-creation experiences: the next practice in value creation. J Interact Mark 18:5–14

Rageh Ismail A, Melewar T, Lim L, Woodside A (2011) Customer experiences with brands: literature review and research directions. Mark Rev 11:205–225

Rahman M (2014) Differentiated brand experience in brand parity through branded branding strategy. J Strateg Mark 22:603–615

Ramaseshan B, Stein A (2014) Connecting the dots between brand experience and brand loyalty: the mediating role of brand personality and brand relationships. J Brand Manag 21:664–683

Rigby D (2011) The future of shopping. Harv Bus Rev 89:65–76

Robertson TS, Gatignon H, Cesareo L (2018) Pop-ups, ephemerality, and consumer experience: the centrality of buzz. J Assoc Consum Res 3:425–439

Rose S, Hair N, Clark M (2011) Online customer experience: a review of the business-to-consumer online purchase context. Int J Manag Rev 13:24–39

Rose S, Clark M, Samouel P, Hair N (2012) Online customer experience in e-retailing: an empirical model of antecedents and outcomes. J Retail 88:308–322

Roswinanto W, Strutton D (2014) Investigating the advertising antecedents to and consequences of brand experience. J Promot Manag 20:607–627

Salmon P (1989) Personal stances in learning. In: Weil SW, McGill I (eds) Making sense of experiential learning: diversity in theory and practice. The Open University Press, Milton Keynes, pp 230–241

Schembri S, Sandberg J (2002) Service quality and the consumer’s experience: towards an interpretive approach. Mark Theory 2:189–205

Schivinski B, Christodoulides G, Dabrowski D (2016) Measuring consumers’ engagement with brand-related social-media content. J Advert Res 56:64–80

Schmitt B (1999) Experiential marketing. J Mark Manag 15:53–67

Schmitt B (2000) Creating and managing brand experiences on the internet. Des Manag J 11:53–58

Schmitt B, Joško Brakus J, Zarantonello L (2015) From experiential psychology to consumer experience. J Consum Psychol 25:166–171

Scholz J, Smith AN (2016) Augmented reality: designing immersive experiences that maximize consumer engagement. Bus Horiz 59:149–161

Schouten JW, McAlexander JH, Koenig HF (2007) Transcendent customer experience and brand community. J Acad Mark Sci 35:357–368

Shaw C, Ivens J (2002) Building great customer experiences, vol 241. Palgrave, London

Sherry JF, Kozinets RV (2007) Comedy of the commons: nomadic spirituality and the Burning Man festival. In: Belk RW, Sherry JF (eds) Consumer culture theory. JAI Press, Oxford, pp 119–147

Shimp TA, Andrews JC (2013) Advertising, promotion, and other aspects of integrated marketing communications, 9th edn. Cengage Learning, Mason

Singh S, Sonnenburg S (2012) Brand performances in social media. J Interact Mark 26:189–197

Skadberg YX, Kimmel JR (2004) Visitors’ flow experience while browsing a web site: its measurement, contributing factors and consequences. Comput Hum Behav 20:403–422

Smith S, Wheeler J (2002) Managing the customer experience: turning customers into advocates. Financial Times/Prentice Hall, Upper Saddle River

Syrdal HA, Briggs E (2018) Engagement with social media content: a qualitative exploration. J Mark theory Pract 26:4–22

Tafesse W (2016a) Conceptualization of brand experience in an event marketing context. J Promot Manag 22:34–48

Tafesse W (2016b) An experiential model of consumer engagement in social media. J Prod Brand Manag 25:424–434

Takatalo J, Nyman G, Laaksonen L (2008) Components of human experience in virtual environments. Comput Hum Behav 24:1–15

Tax SS, Brown SW, Chandrashekaran M (1998) Customer evaluations of service complaint experiences: implications for relationship marketing. J Mark 62:60–76

Thompson CJ, Locander WB, Pollio HR (1989) Putting consumer experience back into consumer research: the philosophy and method of existential-phenomenology. J Consum Res 16:133–146

Thorbjørnsen H, Supphellen M, Nysveen H, Egil P (2002) Building brand relationships online: a comparison of two interactive applications. J Interact Mark 16:17–34

Trevinal AM, Stenger T (2014) Toward a conceptualization of the online shopping experience. J Retail Consum Serv 21:314–326

Triantafillidou A, Siomkos G (2018) The impact of facebook experience on consumers’ behavioral brand engagement. J Res Interact Mark 12:164–192

Turner P (2017) A psychology of user experience: involvement, Affect and Aesthetics. Springer, Cham

Underwood LG, Teresi JA (2002) The daily spiritual experience scale: development, theoretical description, reliability, exploratory factor analysis, and preliminary construct validity using health-related data. Ann Behav Med 24:22–33

Van Noort G, Voorveld HA, Van Reijmersdal EA (2012) Interactivity in brand web sites: cognitive, affective, and behavioral responses explained by consumers’ online flow experience. J Interact Mark 26:223–234

Vargo SL, Lusch RF (2008) Service-dominant logic: continuing the evolution. J Acad Mark Sci 36:1–10

Verhoef PC, Lemon KN, Parasuraman A, Roggeveen A, Tsiros M, Schlesinger LA (2009) Customer experience creation: determinants, dynamics and management strategies. J Retail 85:31–41

Walls A, Okumus F, Wang Y, Kwun DJ-W (2011) Understanding the consumer experience: an exploratory study of luxury hotels. J Hosp Mark Manag 20:166–197

Wan Y, Nakayama M, Sutcliffe N (2012) The impact of age and shopping experiences on the classification of search, experience, and credence goods in online shopping. Inf Syst E bus Manag 10:135–148

Whitener EM (2001) Do “high commitment” human resource practices affect employee commitment? A cross-level analysis using hierarchical linear modeling. J Manag 27:515–535

Won Jeong S, Fiore AM, Niehm LS, Lorenz FO (2009) The role of experiential value in online shopping: the impacts of product presentation on consumer responses towards an apparel web site. Internet Res 19:105–124

Wooten DB, Reed A II (1998) Informational influence and the ambiguity of product experience: order effects on the weighting of evidence. J Consum Psychol 7:79–99

Yoon D, Youn S (2016) Brand experience on the website: its mediating role between perceived interactivity and relationship quality. J Interact Advert 16:1–15

Zarantonello L, Schmitt BH (2010) Using the brand experience scale to profile consumers and predict consumer behaviour. J Brand Manag 17:532–540

Zarantonello L, Schmitt BH (2013) The impact of event marketing on brand equity: the mediating roles of brand experience and brand attitude. Int J Advert 32:255–280

Zenetti G, Klapper D (2016) Advertising effects under consumer heterogeneity–the moderating role of brand experience, advertising recall and attitude. J Retail 92:352–372

Zhang H, Lu Y, Gupta S, Zhao L (2014) What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Inf Manag 51:1017–1030

Zhang H, Lu Y, Wang B, Wu S (2015) The impacts of technological environments and co-creation experiences on customer participation. Inf Manag 52:468–482

Zolfagharian M, Jordan AT (2007) Multiracial identity and art consumption. In: Belk RW, Sherry JF Jr (eds) Consumer culture theory. JAI Press, Oxford

Download references

Acknowledgements

We would like to thank editor-in-chief (Prof. Dr Joern Block), and the anonymous reviewers for their constructive comments on this paper.

Author information

Authors and affiliations.

Department of Marketing, Faculty of Business and Accountancy, Graduate School of Business, University of Malaya, Kuala Lumpur, Malaysia

Muhammad Waqas & Zalfa Laili Binti Hamzah

Department of Operation and Management Information System, Faculty of Business and Accountancy, Graduate School of Business, University of Malaya, Kuala Lumpur, Malaysia

Noor Akma Mohd Salleh

You can also search for this author in PubMed   Google Scholar

Corresponding author

Correspondence to Zalfa Laili Binti Hamzah .

Additional information

Publisher's note.

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

See Table  8 .

See Table  9 .

Rights and permissions

Reprints and permissions

About this article

Waqas, M., Hamzah, Z.L.B. & Salleh, N.A.M. Customer experience: a systematic literature review and consumer culture theory-based conceptualisation. Manag Rev Q 71 , 135–176 (2021). https://doi.org/10.1007/s11301-020-00182-w

Download citation

Received : 08 May 2019

Accepted : 10 February 2020

Published : 15 February 2020

Issue Date : February 2021

DOI : https://doi.org/10.1007/s11301-020-00182-w

Share this article

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

  • Customer experience
  • Literature review
  • Consumer culture theory
  • Online experience

JEL Classification

  • Find a journal
  • Publish with us
  • Track your research

IMAGES

  1. (PDF) Literature Review on Consumer Perception and Buying Behaviour on

    literature review on customer perception pdf

  2. (PDF) Customer Satisfaction and Intention to Use Mobile Financial

    literature review on customer perception pdf

  3. (PDF) A LITERATURE REVIEW ON CONSUMER BEHAVIOUR AND INNOVATIVE MARKETING

    literature review on customer perception pdf

  4. (PDF) "Literature review on Customer perception about Online shopping

    literature review on customer perception pdf

  5. (PDF) A Study on Customer Perception Towards Internet Banking

    literature review on customer perception pdf

  6. Customer Perception towards Relationship

    literature review on customer perception pdf

VIDEO

  1. The Aim of a Literature Review

  2. How to Conduct Literature Survey??????

  3. Literature review as a research methodology

  4. Introduction to Systematic Literature Review

  5. How to manipulate public perception

  6. Understanding Consumer Behavior