Customer Experience in Service Research: A Systematic Literature Review and Future Research Agenda

In an era where customer expectations are rapidly changing, customer experience (CX) has become a critical area of focus in both academic research and business practice. However, despite its growing importance, the existing CX literature remains fragmented, with research often concentrated on specific industries or methodologies. This article aims to bridge this gap by providing a thorough, systematic review of CX research conducted from 1990 to 2024, structured around the theory-context-characteristics-methods framework. The study offers several key contributions: (a) it consolidates existing literature from 1990 to 2024, providing an updated and comprehensive overview of the field’s development; (b) it examines key theories, contexts (industrial and geographical), characteristics (antecedents, mediators, moderators and outcomes) and methods (research approaches and data analysis techniques); (c) it proposes the potential avenues for future research in the field of CX within the service domain. These findings provide valuable insights for future research and practical guidance for professionals in the service sector while also identifying emerging trends and areas for further exploration.