---
title: "Customer experience research: papers and trends"
description: "From 2017 to 2026 (so far), the keyword “customer experience” appeared in 679 papers in the tracked journals, most of them in marketing (278), management (160) and tourism and hospitality (101)."
url: https://scholar4ai.com/keywords/customer-experience
markdown_url: https://scholar4ai.com/keywords/customer-experience.md
license: CC BY-NC 4.0 (https://creativecommons.org/licenses/by-nc/4.0/)
share_text: "From 2017 to 2026 (so far), the keyword “customer experience” appeared in 679 papers in the tracked journals, most of them in marketing (278), management (160) and tourism and hospitality (101). (as of 2026-11-03)"
data_url: https://scholar4ai.com/data/rankings.json
updated: 2026-11-03T18:03:37+09:00
window: 2026-10-05 to 2026-11-03
source: OpenAlex (CC0)
---

# Papers on “customer experience”

Research on “customer experience” in the 480 tracked journals: papers per year and category, the journals, institutions and countries publishing it, the keywords studied with it and its most-cited papers. It is not among the most frequent keywords of the last 30 days, so this page has no list of its latest papers.

Back to the ranking: https://scholar4ai.com/rankings/keywords.md

## Key findings

- From 2017 to 2026 (so far), the keyword “customer experience” appeared in 679 papers in the tracked journals, most of them in marketing (278), management (160) and tourism and hospitality (101).
- 80 of them were published in 2025, against 38 in 2017.
- Since 2023, the institutions with the most of these papers were Hong Kong Polytechnic University (6), Macau University of Science and Technology (6) and International University of Monaco (5).
- The journals publishing most of them were Journal of Retailing and Consumer Services (53), Journal of Business Research (34) and International Journal of Hospitality Management (21).
- The most-cited of them is “The impact of virtual, augmented and mixed reality technologies on the customer experience” (Journal of Business Research, 2018), with 1,448 citations.

## Papers per year

*Papers per publication year and category*

| Category | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 (so far) |
|---|---:|---:|---:|---:|---:|---:|---:|---:|---:|---:|
| [Marketing](https://scholar4ai.com/categories/marketing.md) | 14 | 14 | 28 | 37 | 35 | 28 | 38 | 33 | 30 | 21 |
| [Management](https://scholar4ai.com/categories/management.md) | 5 | 14 | 12 | 20 | 18 | 19 | 19 | 20 | 19 | 14 |
| [Tourism and Hospitality](https://scholar4ai.com/categories/tourism-and-hospitality.md) | 7 | 6 | 9 | 18 | 10 | 10 | 6 | 8 | 14 | 13 |
| [Information Systems](https://scholar4ai.com/categories/information-systems.md) | 4 | 3 | 7 | 5 | 6 | 10 | 10 | 12 | 13 | 11 |
| [Operations Research](https://scholar4ai.com/categories/operations-research.md) | 2 | 1 | 1 | 2 | 1 | 4 | 2 | 3 | 0 | 3 |
| [Economics](https://scholar4ai.com/categories/economics.md) | 2 | 0 | 2 | 4 | 2 | 2 | 2 | 1 | 0 | 1 |
| [AI](https://scholar4ai.com/categories/ai.md) | 1 | 1 | 1 | 0 | 1 | 1 | 1 | 2 | 2 | 0 |
| [Finance](https://scholar4ai.com/categories/finance.md) | 3 | 1 | 1 | 0 | 2 | 0 | 0 | 1 | 0 | 2 |
| [Health Economics and Policy](https://scholar4ai.com/categories/health-economics-and-policy.md) | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 1 | 0 |
| [Accounting](https://scholar4ai.com/categories/accounting.md) | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 1 | 0 |
| All categories | 38 | 40 | 61 | 86 | 75 | 75 | 79 | 80 | 80 | 65 |

## Where the papers come from

*Journals with the most papers, since 2023*

| # | Journal | Papers |
|---:|---|---:|
| 1 | [Journal of Retailing and Consumer Services](https://scholar4ai.com/journals/journal-of-retailing-and-consumer-services.md) | 53 |
| 2 | [Journal of Business Research](https://scholar4ai.com/journals/journal-of-business-research.md) | 34 |
| 3 | [International Journal of Hospitality Management](https://scholar4ai.com/journals/international-journal-of-hospitality-management.md) | 21 |
| 4 | [Journal of Retailing](https://scholar4ai.com/journals/journal-of-retailing.md) | 13 |
| 5 | [Journal of the Academy of Marketing Science](https://scholar4ai.com/journals/journal-of-the-academy-of-marketing-science.md) | 13 |
| 6 | [Journal of Marketing Analytics](https://scholar4ai.com/journals/journal-of-marketing-analytics.md) | 12 |
| 7 | [Technological Forecasting and Social Change](https://scholar4ai.com/journals/technological-forecasting-and-social-change.md) | 9 |
| 8 | [Electronic Commerce Research](https://scholar4ai.com/journals/electronic-commerce-research.md) | 9 |
| 9 | [Electronic Markets](https://scholar4ai.com/journals/electronic-markets.md) | 7 |
| 10 | [International Journal of Research in Marketing](https://scholar4ai.com/journals/international-journal-of-research-in-marketing.md) | 6 |

*Institutions with the most papers, since 2023*

| # | Institution | Papers |
|---:|---|---:|
| 1 | [Hong Kong Polytechnic University](https://scholar4ai.com/institutions/hong-kong-polytechnic-university.md) | 6 |
| 2 | [Macau University of Science and Technology](https://scholar4ai.com/institutions/macau-university-of-science-and-technology.md) | 6 |
| 3 | International University of Monaco | 5 |
| 4 | [University of Bath](https://scholar4ai.com/institutions/university-of-bath.md) | 5 |
| 5 | [University of Johannesburg](https://scholar4ai.com/institutions/university-of-johannesburg.md) | 5 |
| 6 | [University of Newcastle Australia](https://scholar4ai.com/institutions/university-of-newcastle-australia.md) | 5 |
| 7 | [Babson College](https://scholar4ai.com/institutions/babson-college.md) | 4 |
| 8 | Chengdu University of Technology | 4 |
| 9 | Ecole des Hautes Etudes Commerciales du Nord | 4 |
| 10 | Hanken School of Economics | 4 |

*Countries with the most papers, since 2023*

| # | Country | Papers |
|---:|---|---:|
| 1 | United States | 80 |
| 2 | China | 52 |
| 3 | United Kingdom | 37 |
| 4 | India | 29 |
| 5 | South Korea | 25 |
| 6 | Australia | 24 |
| 7 | France | 24 |
| 8 | Germany | 19 |
| 9 | Taiwan | 13 |
| 10 | Italy | 12 |

*Keywords with the most papers, since 2023*

| # | Keyword | Papers |
|---:|---|---:|
| 1 | [customer satisfaction](https://scholar4ai.com/keywords/customer-satisfaction.md) | 34 |
| 2 | [consumer behavior](https://scholar4ai.com/keywords/consumer-behavior.md) | 27 |
| 3 | customer loyalty | 21 |
| 4 | [customer engagement](https://scholar4ai.com/keywords/customer-engagement.md) | 20 |
| 5 | [online reviews](https://scholar4ai.com/keywords/online-reviews.md) | 17 |
| 6 | customer journey | 16 |
| 7 | [digital transformation](https://scholar4ai.com/keywords/digital-transformation.md) | 15 |
| 8 | stimulus-organism-response model | 14 |
| 9 | chatbots | 13 |

## Most-cited papers

*Most-cited papers since 2017*

| # | Citations | Per month | Title | Journal | Published | Authors |
|---:|---:|---:|---|---|---|---|
| 1 | 1,448 | 15.1 | [The impact of virtual, augmented and mixed reality technologies on the customer experience](https://doi.org/10.1016/j.jbusres.2018.10.050) | [Journal of Business Research](https://scholar4ai.com/journals/journal-of-business-research.md) | 2018-11-02 | Carlos Flavián, Sergio Ibáñez‐Sánchez, Carlos Orús |
| 2 | 941 | 11.5 | [Customer experience: fundamental premises and implications for research](https://doi.org/10.1007/s11747-019-00718-x) | [Journal of the Academy of Marketing Science](https://scholar4ai.com/journals/journal-of-the-academy-of-marketing-science.md) | 2020-01-13 | Larissa Becker, Elina Jaakkola |
| 3 | 692 | 6.1 | [Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences](https://doi.org/10.1007/s11747-017-0541-x) | [Journal of the Academy of Marketing Science](https://scholar4ai.com/journals/journal-of-the-academy-of-marketing-science.md) | 2017-05-18 | Tim Hilken, Ko de Ruyter, Mathew Chylinski et al. |
| 4 | 612 | 6.9 | [Why do people use food delivery apps (FDA)? A uses and gratification theory perspective](https://doi.org/10.1016/j.jretconser.2019.05.025) | [Journal of Retailing and Consumer Services](https://scholar4ai.com/journals/journal-of-retailing-and-consumer-services.md) | 2019-06-25 | Arghya Ray, Amandeep Dhir, Pradip Kumar Bala et al. |
| 5 | 567 | 7.4 | [Virtual and augmented reality: Advancing research in consumer marketing](https://doi.org/10.1016/j.ijresmar.2020.04.004) | [International Journal of Research in Marketing](https://scholar4ai.com/journals/international-journal-of-research-in-marketing.md) | 2020-06-16 | Michel Wedel, Enrique Bigné, Jie Zhang |

## Cite this page

Scholar4AI. (2026). Papers on “customer experience”. Journal and Conference Research Rankings. Retrieved November 3, 2026, from https://scholar4ai.com/keywords/customer-experience

```bibtex
@misc{scholar4ai-keywords-customer-experience,
  author = {{Scholar4AI}},
  title = {Papers on “customer experience”},
  year = {2026},
  howpublished = {\url{https://scholar4ai.com/keywords/customer-experience}},
  urldate = {2026-11-03},
  note = {Journal and Conference Research Rankings; data from OpenAlex (CC0); licensed CC BY-NC 4.0}
}
```

License: CC BY-NC 4.0 (https://creativecommons.org/licenses/by-nc/4.0/).