Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference

EMAC 2020 Annual Conference


Customer Experience Innovation and Design Thinking: A Systematic Literature Review
(A2020-62000)

Published: May 27, 2020

AUTHORS

Farah Arkadan, American University in Dubai; Niloofar Kazemargi, LUISS Guido Carli University

KEYWORDS

customer experience; design thinking; systematic literature review

ABSTRACT

Recent academic marketing research has highlighted the importance of customer experience management following the recognition that customers judge experience quality, not just product or service quality (Lemke et al. 2011). Regardless, there seems to be a dearth of academic literature that focuses on innovating customer experiences as opposed to products or services. Design thinking in organizations is increasingly adopted across diverse fields as a means of innovating compelling offerings. Thus, this study addresses the question of how design thinking is used to innovate the customer experience by applying the systematic literature review (SLR) method. The CIMO-logic analytic framework is used to synthesize the findings of the review. In understanding what the nascent customer experience innovation literature comprises of, our study establishes an integrative overview of customer experience innovation, thus painting a complete picture that forms the basis for future research and conceptual development.