Measuring Customer Experience in Mobile Apps: A Systematic Literature Review

Purpose -This research study is aimed at investigating the role and impact of mobile applications in an omnichannel shopping context, with a particular focus on customer experience.The objective of this research is to identify and analyze the specific aspects of customer experience that are enhanced using mobile devices.Design/Methodology/Approach -Our systematic literature review utilized the Scopus and Web of Science databases.The search process followed the PRISMA protocol, using the keyword 'customer experience' and criteria related to 'mobile applications.'Descriptive and text-network analyzes were used to formulate the results.Vol. 36, No. 2, 2024, pp.247-266 Limitation -This research study analyzes publications published over a decade, between 2013 and 2023.Disaggregating the research along the purchase decision-making process, i.e., examining pre-purchase, purchase, and post-purchase consumer behavior, could be an interesting line of research.Originality -The research focuses on the significance of mobile applications in customer experience, which is a current and specific area of interest.In order to map the role of mobile apps, a systematic literature review was conducted, which proved to be a useful tool in exploring the theory of customer experience in a mobile environment.