ABSTRACT
The goals of this study are (1) to identify the main knowledge structure of customer experience and (2) to understand how the knowledge structure of customer experience has changed over time. This study is based on three bibliometric methods: i.e. multidimensional scaling, hierarchical cluster analysis and exploratory factor analysis. This chapter identifies insularity of service marketing contributions, ambiguities of experiential marketing contributions as well as inadequacies of branding contributions as the three main issues to be dealt with to attain a fuller conceptualisation of customer experience.
