Toward Multisensory Customer Experiences: A Cross-Disciplinary Bibliometric Review and Future Research Directions

Stead, Susan; Wetzels, Ruud; Wetzels, Martin; Odekerken‐Schröder, Gaby; Mahr, Dominik

doi:10.1177/10946705221079941

Cited by 28 publications

(16 citation statements)

References 68 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In other words, while several CX-based bibliometric analyses have already appeared in the literature (e.g. Stead et al. , 2022), these have tended to either be temporally limited, or limited to (a) particular CX context(s), including hospitality, tourism, or services marketing (e.g.…”

Section: Discussion Implications and Further Researchmentioning

confidence: 99%

“…First, we map the CX literature's evolutionary path by quantifying its major year-wise keywords, thus charting the concept's development over the last 25 years. Given the recent proliferation of CX research, the undertaking of comprehensive exploration that takes stock of CX's current state, while also foretelling its future, is required (Stead et al, 2022;Jain et al, 2017).…”

Section: Structure Of Customer Experience Researchmentioning

confidence: 99%

“…In other words, while several CX-based bibliometric analyses have already appeared in the literature (e.g. Stead et al, 2022), these have tended to either be temporally limited, or limited to (a) particular CX context(s), including hospitality, tourism, or services marketing (e.g. Kim and So, 2022), as outlined in the Introduction, thus necessitating the undertaking of broader, more comprehensive CX-based analyses, as, therefore, undertaken in this paper.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

See 2 more Smart Citations

Charting the intellectual structure of customer experience research

Kumar

Hollebeek

Kar

et al. 2022

MIP

View full text Add to dashboard Cite

PurposeContemporary firms are increasingly focusing on enhancing the customer experience (CX) to gain a sustainable competitive advantage. However, despite the rapid growth of CX research from both the customer's and the firm's perspectives, the intellectual structure of CX research remains tenuous, thus requiring further investigation. Addressing this gap, the authors review and map the existing corpus of CX literature, from which important implications are drawn.Design/methodology/approachAfter inventorizing the CX literature (1997–2021), the authors apply bibliometric (e.g. co-citation) analysis to identify key CX articles and pertinent CX-publishing journals, followed by the identification of key CX research themes through network analysis.FindingsThe authors first document chief CX-publishing journals and articles and identify their respective contributions. The authors, then, derive five core CX themes, including CX through the customer journey, S-D Logic-informed CX, interactive service–based CX, CX in the servicescape and CX and consumption. The authors conclude by developing an agenda for future CX research based on the study findings.Originality/valueBy offering a pioneering analysis of the corpus of CX research (1997–2021), these analyses offer a pertinent theoretical contribution.

show abstract

Section: Discussion Implications and Further Researchmentioning

confidence: 99%

Section: Structure Of Customer Experience Researchmentioning

confidence: 99%

Section: Theoretical Implicationsmentioning

confidence: 99%

See 1 more Smart Citation

Charting the intellectual structure of customer experience research

Kumar

Hollebeek

Kar

et al. 2022

MIP

View full text Add to dashboard Cite

show abstract

“…18 These multisensory oases/cocoons re designed to help transport the guests away from any stresses associated with their travel to the resort and involve several multisensory biophilic elements. There is a growing recognition that travelers are attracted to such immersive installations and multisensory experiences (e.g., see Eskins, 2022 ; Stead et al, 2022 ). Ultimately, therefore offering a memorable luxury hotel experience increasingly involves providing the right diet of multisensory stimulation/immersion to guests (see Kilikita, 2018 ; Wiedmann et al, 2018 ; Gray, 2019 ; Lee et al, 2019 ; Di Donna, 2021 ; Shahid and Paul, 2022 ).…”

Section: Discussionmentioning

confidence: 99%

Sensehacking the guest’s multisensory hotel experience

Spence

2022

Front. Psychol.

View full text Add to dashboard Cite

This narrative review discusses the literature on contemporary sensory marketing as it applies to hotel design. The role of each of the guest’s senses in the different stages of the customer journey are highlighted, and the functional benefits (to the guest’s multisensory experience), and likely commercial gains, of engaging more effectively with the guest’s non-visual senses, both individually, and in combination, are reviewed. While the visual elements of hotel design are undoubtedly important, the hotelier neglects the non-visual senses at their peril, given the negative effect of poor design on the customers’ overall multisensory experience (and ratings). A number of the crossmodal effects and multisensory interactions that have been suggested to modulate the guest’s experience of hotels (and resorts) are discussed. Mention is also made of the nature effect/biophilic design and how it is increasingly being incorporated in total design to help deliver on guest/customer well-being; the latter is a theme that has grown rapidly in relevance for those working in the hospitality sector. Taken together, there are numerous opportunities for hotel managers to ‘sensehack’ their guests’ multisensory experiences through environmental psychology The originality of this review stems from the analysis of the hierarchy of the guest’s senses and an explanation of how multisensory interactions affect sensory marketing in the design of hotel experiences for guests.

show abstract

“…Combing these two methods enables us to objectively review a large corpus of heterogeneous literature that would otherwise be impossible to read and interpret manually (Antons & Breidbach, 2018). It also reduces the risk of researcher bias associated with traditional literature reviews (Podsakoff, MacKenzie, Bachrach, & Podsakoff, 2005;Randhawa, Wilden, & Hohberger, 2016;Stead, Wetzels, Wetzels, Odekerken-Schröder, & Mahr, 2022;Wilden, Akaka, Karpen, & Hohberger, 2017). Co-citation analysis was used to recognize the knowledge base via the most frequently cited papers and show how the concept has been integrated with other research streams.…”

Section: Methodsmentioning

confidence: 99%