Customer Experience na Literatura Acadêmica - Uma Análise Bibliométrica

Abstract

Consumer behavior and increasing market competitiveness have driven customer centrality as an organizational strategy, highlighting the concept of Customer Experience (CX). Unlike satisfaction, understood as a post-consumption evaluation, CX encompasses all consumer interactions with the brand throughout the journey, involving emotional, cognitive, and relational dimensions. This study aims to analyze the evolution of academic publications on CX between 2010 and 2024, considering its intrinsic relationship with customer satisfaction. To this end, a bibliometric analysis was conducted on 145 articles retrieved from the Scientific Electronic Library Online (SciELO) and the CAPES/MEC Journals Portal, mostly published in Qualis-Capes A2 to A4 journals. The results show significant growth in publications since 2019, with a predominance of qualitative research, especially case studies using questionnaires. The application of Lotka’s Law revealed a low recurrence of authors with multiple publications, suggesting dispersed production. Bradford’s and Zipf’s Laws were not confirmed, indicating diversity of journals and keywords. The theme “customer satisfaction” stood out as central, reflecting its relevance to the consolidation of CX as a research field. It is concluded that, although expanding, the literature still lacks stronger theoretical and methodological consolidation, reinforcing the importance of further studies in both Brazilian and international contexts.