Understanding the customer experience in human-computer interaction: a systematic literature review

Background: In recent years, there has been an increasing interest in customer experience (CX) and its relation to the human-computer interaction (HCI) field. The CX is different depending on the domain in which it is studied, and therefore its dimensions may vary. Methodology: This research presents an extensive review of 122 studies related to CX definitions and dimensions that have been proposed in different domains, including an analysis from an HCI perspective. The guidelines proposed by Kitchenham & Charters (2007) were used, complementing the review with a snowballing approach. Results: We identified 71 CX definitions (where 14 definitions highlight HCI aspects), 81-dimensional proposals (where 24 proposals contain HCI aspects), and 39 application domains (where 18 domains cover topics related to HCI). However, we did not find CX definitions or dimensions directly focused on HCI. Based on the results, a novel CX definition and dimensions-focused on the HCI area-are proposed and activities that the authors should perform when proposing new CX dimensions in domains related to HCI are suggested, i.e., domains that involve the interaction of a user (or customer) with a software product. Conclusions: Implications for future practice focus on facilitating the understanding of the CX concept and its relationship with HCI; recognizing the key CX dimensions for different domains and how they relate to HCI dimensions; and helping in the creation of new CX dimensions by suggesting activities that can be performed. The results show that there are opportunities for HCI/CX researchers and practitioners to propose new dimensions of CX for a domain related to HCI, develop instruments that allow the evaluation of CX from an HCI point of view, and perform reviews on a particular domain relevant to HCI but less studied.