Consumption Experience: State of the Art Review and Agenda Proposition
DOI:
https://doi.org/10.18089/tms.2022.180203Keywords:
Consumer Experience, Systematic Literature Review, Bibliometric Analysis, Research Agenda.Abstract
Combinamos revisão sistemática e análise bibliométrica, analisando 90 artigos sobre experiência de consumo publicados entre 2016 e 2020. Os resultados revelam uma crescente combinação de perspectivas do consumidor e organizacionais, motivadas pela tentativa de entender a experiência de consumo como um processo interacional que gera valor experiencial para ambas as partes . A experiência de consumo é composta por quatro trilhas de pesquisa: experiências de fuga, experiências online, experiência de serviço e gestão da experiência do cliente. A partir dessas categorias, traçamos uma agenda de pesquisa, revelando diferentes nuances a serem exploradas e melhor compreendidas. A principal contribuição deste artigo é a apresentação da estrutura intelectual da experiência de consumo, com base nas pesquisas anteriores e nas trilhas de trabalho atuais, o que nos permitiu propor uma agenda de pesquisa para orientar o desenvolvimento empírico e teórico desse corpo de conhecimento. Em síntese, pesquisas futuras devem abranger todos os pontos de contato onde o cliente interage com a empresa, marca, produto ou serviço, representando uma estratégia que resulte em uma troca de valor ganha-ganha entre empresas e consumidores.
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