Twenty years of online customer experience: a bibliometric review and research agenda Online publication date: Thu, 07-Apr-2022
by Mehak Goyal; Pankaj Deshwal
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 13, No. 2, 2022
Abstract: Online customer experience (OCE) has become a major source of competitive advantage therefore, have been emphasised in literature by practitioners and academicians. This study is an attempt to better understand the intellectual structure of online customer experience research in extant literature. The purpose of this review is to examine and evaluate the subsisting theories, components, facets and various methodology of OCE research studied during 2000-2020. In the study 585 research articles from various reputed journals published in the last two decades are used for performing bibliometric analysis. VOSviewer software based on smart local moving (SML) algorithm is used for conducting both co-citation and co-word analysis. Findings revealed the most eminent research articles, most influential author and most occurred keywords. This holistic review will provide future directions and act as a foundation of emerging issues in the domain of OCE.
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