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3. Conclusion
Creating a superior customer experience has been attracting attention from researchers
and practitioners. However, there has been a dearth of a commensurate level of scholarly
review on this topic. In this paper, we provide a holistic review of service experience
literature in Asia and address two key questions from a service experience perspective: (1)
what have we learned from prior research about service experience in Asia and (2) which
major issues should future research in this area address. We examine these questions under
seven major topics: customer/employee emotion, service employee management, service
environments, customer participation, self-service technologies, service failure/recovery, and
customer loyalty management. Our review reveals useful insights and identifies important
directions for future research. Research-based answers to these questions and directions will
be beneficial to service experience management.