An in-depth understanding of multisensory customer experiences could inform and transform service experiences across the touchpoints of customer journeys. Sensory research in service and marketing disciplines mostly refers to individual senses in isolation. However, relevant insights could be gleaned from other disciplines to explore the multisensory nature of customer experiences. Noting the fragmented state of research surrounding such topics, the current article presents a systematic, objective overview of the content and theoretical foundations underlying the notion of multisensory customer experiences. Seeking a holistic understanding and research agenda for service research, the authors adopt both text mining and co-citation analyses overlaying findings from the cross-disciplinary foundation to uncover relevant theoretical, conceptual, and methodological developments. The resulting research agenda encourages scholars to employ diverse theories and methods to investigate multisensory stimuli, their integration, and perception, as well as the link between multisensory customer experiences and emotions. These insights then can inform the design of multisensory omnichannel service experiences.

对多感官客户体验的深入了解可以为客户旅程的各个接触点提供信息并改变服务体验。服务和营销学科的感官研究主要是指孤立的个体感官。但是，可以从其他学科收集相关见解，以探索客户体验的多感官本质。注意到围绕这些主题的研究处于零散状态，本文对多感官客户体验概念背后的内容和理论基础进行了系统、客观的概述。为了寻求服务研究的整体理解和研究议程，作者采用文本挖掘和共引分析，覆盖跨学科基础的发现，以揭示相关的理论、概念、和方法的发展。由此产生的研究议程鼓励学者采用不同的理论和方法来研究多感官刺激、它们的整合和感知，以及多感官客户体验和情绪之间的联系。然后，这些见解可以为多感官全渠道服务体验的设计提供信息。