Structuring customer experience in B2B services

Abstract

Research on customer experience in B2B services remains fragmented, with existing studies typically examining isolated elements and offering limited insight into how customer experience is structured as a whole. The present study addresses this gap through a systematic literature review conducted under PRISMA guidelines. A comprehensive review of 21 peer-reviewed studies was conducted to identify constructs of customer experience in business-to-business (B2B) services. Through rigorous analytical organization, these constructs have been categorized into five interconnected groupings: antecedents, components, consequences, mediators, and moderators. The study’s principal contribution is the development of an evidence-based integrative map that synthesises these categories and visualizes their interdependencies, conceptualizing B2B customer experience as an interconnected phenomenon rather than a set of independent factors. The findings are presented through an explicit integrative map and a simplified structural representation, offering fidelity to existing research and analytical clarity. By revealing conceptual overlaps, missing links, and inconsistent use of constructs across prior research, the study clarifies internal structure and boundaries of the B2B customer experience construct. The findings provide a structured foundation for future empirical research and support a more coherent approach to managing customer experience in B2B service contexts.