Introduction. Customer experience constitutes an important concern of the top management of business organizations as it represents a prerequisite for achieving their long-term objectives. In this respect, knowing, analysing, and managing the customer experience has proved to be a highly effective tool for any company in obtaining and preserving its competitive advantage.
Aim of the study. The paper aims to define the concept of customer experience from multiple perspectives and outline its main characteristics. In order to achieve the goals of the paper, the authors employed a research methodology based on collecting, analysing, and synthesizing quantitative information from numerous secondary sources of data through desk research. The paper shows that customer experience constitutes a multidimensional, complex, and context-based concept.