This study constructs a formation model of customer well-being in customer experience with joy and customer satisfaction as mediating factors linking three critical factors—convenience, performance and relationship of customer experience with CWB. By collecting data from customers of retailing, the model was empirically tested. The results show that the three critical factors all have positive effects on CWB. Meanwhile, service performance has a direct effect on CWB. Joy plays a key role in the formation of CWB mediating the relationship between (...) the three critical factors and CWB. This study is the first in the literature to explore CWB from the perspective of customer experience with joy as an antecedent of CWB. It provides important implications for managers to enhance customer experience and CWB in the service setting. It also helps managers to pay attention to the role of customer joy in customer experience and make full use of it. (shrink)