To read the full version of this content please select one of the options below:

Customer experience: knowledge mapping based on CiteSpace V analysis

Chunqing Li (NorthWest University, Xi'an, China)
Wenhua He (NorthWest University, Xi'an, China)
Hong Sheng (Yangzhou University, Yangzhou, China)

Journal of Contemporary Marketing Science

ISSN: 2516-7480

Article publication date: 12 August 2022




The main purpose of this study is to summarize the key literature about research on customer experience, understand the evolution of research hotspots in this research field, build a general theoretical framework on customer experience research and finally point out directions for future research in customer experience.


Using CiteSpace V software which is a scientific measurement tool, this study conducts a systematic analysis of relevant literature on customer experience, and develops a general framework of customer experience research based on analysis of time-zone of citations and time-line visual knowledge map of keywords.


Based on the results of the authors’ analysis, this study found that customer experience research mainly includes the following three research areas: (1) Research on the definition and extension of customer experience; (2) Research on the influencing factors of customer experience: from both enterprise perspective and customer perspective; (3) Research on the outcomes and consequences of customer experience. The authors also analyzed the research methods used in customer experience research and found that quantitative research method based on regression model was most commonly used. Finally, the authors identified gaps in the current literature and put forward the directions for future research from four aspects: to further the understanding of the concept of customer experience; to identify more relevant influencing factors of customer experience; to explore the outcomes and consequences of customer experience; and to diversify research methods in customer experience research.


Overall, this study not only provides an important reference for further research in the field of customer experience, but also offers important insights to the practice.



This research is supported by the National Natural Science Foundation of China project “The mechanisms of customer experience journey and customer input of digitalized interactive platforms offerings” (project approval number is 72172123).


Li, C., He, W. and Sheng, H. (2022), "Customer experience: knowledge mapping based on CiteSpace V analysis", Journal of Contemporary Marketing Science, Vol. ahead-of-print No. ahead-of-print.



Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles