Customer experience, user experience and user interface: a theoretical approach

Abstract

This article explores the interconnected realms of Customer Experience (CX), User Experience (UX), and User Interface (UI) from a theoretical perspective. The purpose is to provide a comprehensive understanding of these crucial concepts in contemporary business and design landscapes and to establish a foundation for further research and practical applications in enhancing overall user satisfaction and organizational success. The study employs a systematic literature review methodology to examine existing academic research, industry publications, and expert insights. The review integrates various theoretical frameworks and conceptual models to present a cohesive and insightful analysis of CX, UX, and UI. The findings reveal that Customer Experience Management (CEM) encompasses the origin and definition of Customer Experience, with an emphasis on the importance of understanding and meeting customer expectations. Moreover, User Experience is explored in detail, emphasizing its definition, User Experience Design (UXD) process, and its pivotal role in shaping user interactions and perceptions. Additionally, User Interface is analyzed in terms of its definition, significance in facilitating user interactions, and the iterative design process employed to create intuitive and visually appealing interfaces. While this article offers a comprehensive theoretical overview, it primarily relies on existing literature and secondary sources. Consequently, future research should consider empirical studies and case-based investigations to validate and extend the theoretical insights presented here. Furthermore, the study emphasizes the need to explore the intricate relationships between CX, UX, and UI in various industries and organizational contexts. The insights from this theoretical analysis have significant practical implications for businesses and designers. Understanding the synergistic nature of CX, UX, and UI is essential for creating exceptional customer experiences, enhancing brand loyalty, and gaining a competitive edge in the market. By leveraging the principles and methodologies discussed herein, organizations can develop customer-centric products and services that align with user needs and expectations. This article contributes to the existing body of knowledge by synthesizing diverse theoretical perspectives on CX, UX, and UI. It offers a comprehensive and integrated understanding of these concepts, which are fundamental to contemporary business practices and user-centered design strategies. The theoretical approach presented here serves as a valuable resource for researchers, practitioners, and academics seeking to explore, refine, and apply CX, UX, and UI concepts in their respective domains.

 

Key Words: Customer Experience (CX), Customer Experience Management (CEM), User Experience (UX), User Interface (UI), User Experience Design (UXD)

Classification JEL: M31

Paper Type: Theoretical research.

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Author Biographies

Ismail HAOUAT, Faculty of Economics and Management, Ibn Tofail University of Kenitra, Morocco

Laboratoire des Sciences Economiques et Politiques Publiques

Mounia CHERKAOUI, Faculty of Economics and Management, Ibn Tofail University of Kenitra, Morocco

Laboratoire des Sciences Economiques et Politiques Publiques

Published
2023-08-24
How to Cite
HAOUAT, I., & CHERKAOUI, M. (2023). Customer experience, user experience and user interface: a theoretical approach. International Journal of Accounting, Finance, Auditing, Management and Economics, 4(4-1), 441-463. https://doi.org/10.5281/zenodo.8279776