TOWARDS FULLY-FLEDGED CONCEPTUALIZATION OF CUSTOMER EXPERIENCE
TOWARDS FULLY-FLEDGED CONCEPTUALIZATION OF CUSTOMER EXPERIENCE

Summary/Abstract: Both academic and managerial communities agree that phenomenon of customer experience is offering the new area of differentiation and competition for all sorts of companies. However, as this marketing topic is basically new, there is still a considerable theoretical and terminological fragmentation and scholars call for an accurate definition of customer experience, its general conceptualization and development of the customer experience framework. The aim of this paper is to provide a general conceptual model of customer experience as the stable foundation for further scientific analysis in this area of modern marketing – the model encompassing both antecedents and consequences of customer experience. This paper is based on the analysis and synthesis of 139 customer experience related research papers. These papers were analyzed and synthesized in terms of authors, year of publication, industry, and presented antecedents, components and consequences of customer experience. Antecedents, components and consequences were further content analyzed to reveal major themes and visualized by the conceptual model.

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