Mapping the co-evolution of customer experience and customer journey research: a bibliometric review and future research agenda

Abstract

Purpose Despite extensive literature reviews examining customer experience (CX) and the customer journey (CJ) separately, a comprehensive historical analysis that systematically explores their connection and co-evolution is lacking. Addressing this gap, the present study aims to systematically examine the emergence and co-evolution of CX and CJ research. Design/methodology/approach A bibliometric-based review analyzed metadata from 1,634 scholarly articles (1,328 on CX and 306 on CJ), which were systematically retrieved from the Web of Science database using rigorous selection criteria. This article employs science mapping (i.e. thematic evolution and map) and automated content analysis (i.e. concept map) by using Bibliometrix and LexiPortal. Findings This article maps the intellectual evolution of CX and CJ research over four decades, revealing five distinct periods characterized by shifts in focus, from early work on satisfaction and service quality to increasingly complex and technology-enhanced experiences. The analysis uncovers how CX and CJ have developed in parallel and often interwoven ways. Synthesizing these insights, the study introduces a future research agenda structured around three core building blocks of CX/CJ: Touchpoints, Contexts and Qualities. Originality/value This study advances the service literature by offering a longitudinal, evidence-based view of how CX and CJ research have evolved, highlighting their growing integration and conceptual refinement. It helps clarify the intellectual roots and key developments in both fields, guiding future scholarship. For practitioners, the findings offer a clearer foundation to navigate the complexity of customer interactions and design more coherent, inclusive and transformative experiences.