Bibliometric analysis reveals growing scholarly interest in customer experience in virtual realms, suggesting research opportunities.
The study systematically reviews existing literature on customer experience (CX) in virtual realms, with a view to conceptualizing the field and identifying future research avenues. It integrates bibliometric analysis, network analyses with a theories-contexts-characteristics-methodologies (TCCM) framework to comprehensively examine the research landscape. Drawing on data from 1460 articles published in 509 journals between 2000 and 2025, the study highlights growing scholarly interest in CX with immersive environments, such as the metaverse. The results show exponential growth in this domain and in widespread international collaboration. Key contributions from this scholarship relate to, amongst other issues, emerging trends, development new frameworks, identification of challenges and opportunities, cross disciplinary insights significantly advancing effective professional practice and impactful theory development on customer experience in virtual realms. Unlike conventional bibliometric studies, this research stands out for its theoretical and methodological rigor, its focus on emerging virtual realms, and emphasis on strategic gaps and research agenda.
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Nyagadza et al. (2025) studied this question.
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