Customer Experience in Public Organizations: A Multidimensional Analysis

This paper presents a comprehensive investigation into the multifaceted realm of customer experience (CX), aiming to enhance understanding of the historical, current, and future aspects of customer experience theory. The primary goals include organizing and summarizing CX research and shedding light on emerging trends and gaps in the customer experience literature. This article builds on recent literature in the marketing and management field that explores the concepts of customer experience and tries to close the existing gap in the literature by integrating diverse perspectives from marketing, psychology, and management. Furthermore, this paper delineates practical implications for public organizations seeking to optimize their CX strategies, emphasizing the importance of personalized interactions, seamless omnichannel experiences, and proactive engagement with customer feedback. Ultimately, this study contributes to advancing scholarly understanding and managerial practice in the domain of customer-centricity and service excellence.