Exploring online customer experience: A systematic literature review and research agenda

Abstract

This review aims to examine the latest research on online customer experience (OCE), which can be defined as consumer's cognitive, emotional, and behavioral response to interactions between customer and company occurring through digital channels (e.g., websites, social media, mobile apps). To achieve this, we utilized a hybrid review approach that incorporates quantitative bibliometric analysis and qualitative systematic literature review techniques. We identified publication trends, prominent authors and outlets, and the evolution of research themes based on 141 articles published since the last systematic review 11 years ago. Our framework‐based review identified frequently studied antecedents, dimensions, and outcomes of OCE, and identified new themes related to m‐commerce and augmented/virtual reality. We also identified gaps in the current literature and proposed 14 areas of future research using the TCM framework.