Pareto Analysis of Antecedents for Customer Experience, through Literature Review

Customer Experience is considered as the base for customer satisfaction and customer retention in any organization. Due to this it has gained attention from industry and as well as academicians since last decade. Therefore the main aim of this paper is to propose a list of “Vital few ”and “Useful Many ”antecedents of customer experience identified through extensive literature review. Thirty nine research papers were reviewed to recognize the antecedents of customer experience as reported by different researchers. A quality tool “Pareto Analysis ”was used to sort and position the antecedents of customer experience according to the order of criticality. The finding of the study will suggest a few vital antecedents for customer experience. The result of the study will help the managers to have a better understanding of the antecedents which are responsible for building the experience of the customers.