Customer centricity: a bibliometric analysis of academic production

Luciana Faluba Damázio, João Luiz Soares, Helena Belintani Shigaki, Carlos Alberto Gonçalves, José Marcos Carvalho de Mesquita


Purpose – This article presents a bibliometric analysis of the literature with the purpose of contributing to a better understanding of the evolution of the theme, and the clarification of concepts and terms associated with the Customer Centricity area.

Design/ Methodology/ Approach – In this study, 656 articles indexed by Scopus in the last 26 years were analyzed with the software VOSViewer.

Findings – It can be concluded that the theme is still incipient in terms of scientific production, given the volume of articles identified in this study compared to other more robust themes in the marketing area, but which has been growing and attracting the interest of researchers over the past few years.

Originality/ Value – It was possible to verify that Customer Centricity represents a phenomenon that has been studied recently with considerable intensity, notably since 2007.


Customer Centricity, Customer Orientation, Bibliometric Analysis

Full Text:



Adivar B., Hüseyinoğlu I.Ö.Y., & Christopher M. (2019). A quantitative performance management framework for assessing omnichannel retail supply chains. Journal of Retailing and Consumer Services, 48, 257-269. 10.1016/j.jretconser.2019.02.024

Adivar, B., Hüseyinoğlu, I. Ö. Y., & Christopher, M. (2019). A quantitative performance management framework for assessing omnichannel retail supply chains. Journal of Retailing and Consumer Services, 48(January), 257–269.

Boulding, W., Staelin, R., Ehret, M., & Johnston, W. J. (2005). A Customer Relationship Management Roadmap: What is Known, Potential Pitfalls, and Where to Go. Journal of Marketing, 69(4), 155–166.

Brady, T., Davies, A., & Gann, D. M. (2005). Creating value by delivering integrated solutions. International Journal of Project Management, 23(5), 360–365.

Chang, W.-L. (2011). iValue: A knowledge-based system for estimating customer prospect value. Knowledge-Based Systems, 24(8), 1181–1186.

Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM). Business Process Management Journal, 9(5), 672–688.

Craig, J. B., Dibrell, C., & Davis, P. S. (2008). Leveraging Family-Based Brand Identity to Enhance Firm Competitiveness and Performance in Family Businesses. Journal of Small Business Management, 46(3), 351–371.

Crecelius, A. T., Lawrence, J. M., Lee, J.-Y., Lam, S. K., & Scheer, L. K. (2019). Effects of channel members’ customer-centric structures on supplier performance. Journal of the Academy of Marketing Science, 47(1), 56–75.

Croteau, A.-M., & Li, P. (2009). Critical Success Factors of CRM Technological Initiatives. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de l’Administration, 20(1), 21–34.

Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing, 58(4), 37–52.

Duarte, M. (2020). Megatendências em um mundo pós-pandemia: compreenda as oportunidades e molde suas estratégias. Harvard Business Review, Setembro, 70-77.

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50.

Frankenberger, K., Weiblen, T., & Gassmann, O. (2013). Network configuration, customer centricity, and performance of open business models: A solution provider perspective. Industrial Marketing Management, 42(5), 671–682.

Gebauer, H., Gustafsson, A., & Witell, L. (2011). Competitive advantage through service differentiation by manufacturing companies. Journal of Business Research, 64(12), 1270–1280.

Grönroos, C. (2008). Service logic revisited: who creates value? And who co‐creates? European Business Review, 20(4), 298–314.

Gummesson, E. (2008). Extending the service-dominant logic: from customer centricity to balanced centricity. Journal of the Academy of Marketing Science, 36(1), 15–17.

Jaworski, B. J. (2018). Reflections on the Journey to be Customer-Oriented and Solutions-Led. AMS Review, 8(1–2), 75–79.

Jaworski, B. J., & Kohli, A. K. (2017). Conducting field-based , discovery-oriented research : lessons from our market orientation research experience. AMS Review, 7(1), 4–12.

Jayachandran, S., Sharma, S., Kaufman, P., & Raman, P. (2005). The Role of Relational Information Processes and Technology Use in Customer Relationship Management. Journal of Marketing, 69(4), 177–192.

Kamboj, S., Yadav, M., & Rahman, Z. (2018). Impact of social media and customer-centric technology on performance outcomes: the mediating role of social CRM capabilities. International Journal of Electronic Marketing and Retailing, 9(2), 109.

Kamboj, S., Yadav, M., Rahman, Z., & Goyal, P. (2016). Impact of Social CRM Capabilities on Firm Performance. International Journal of Information Systems in the Service Sector, 8(4), 1–16.

Kara, A., Spillan, J. E., & DeShields Jr, O. W. (2005). The Effect of a Market Orientation on Business Performance: A Study of Small-Sized Service Retailers Using MARKOR Scale. Journal of Small Business Management, 43(2), 105–118.

Kasabov, E., & Warlow, A. J. (2010). Towards a new model of “customer compliance” service provision. European Journal of Marketing, 44(6), 700–729.

Kohli, A. K., & Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1.

Laroche, M., Habibi, M. R., & Richard, M.-O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76–82.

Lee, J.-Y., Sridhar, S., Henderson, C. M., & Palmatier, R. W. (2015). Effect of Customer-Centric Structure on Long-Term Financial Performance. Marketing Science, 34(2), 250–268.

Lin, Y., Yu, S., Zheng, P., Qiu, L., Wang, Y., & Xu, X. (2017). VR-based Product Personalization Process for Smart Products. Procedia Manufacturing, 11(June), 1568–1576.

Macias-Chapula, C. A. (1998). O papel da informetria e da cienciometria e sua perspectiva nacional e internacional. Ciência Da Informação, 27(2), 134–140.

McEachern, C. E. (1998). Convergent marketing: executing on the promise of 1:1. Journal of Consumer Marketing, 15(5), 481–490.

Mongeon, P., & Paul-Hus, A. (2016). The journal coverage of Web of Science and Scopus: a comparative analysis. Scientometrics, 106(1), 213–228.

Ozkaya, H. E., Droge, C., Hult, G. T. M., Calantone, R., & Ozkaya, E. (2015). Market orientation , knowledge competence , and innovation. International Journal of Research in Marketing, 32(3), 309–318.

Payne, A., & Frow, P. (2005). A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69(4), 167–176.

Peppard, J. (2000). Customer Relationship Management (CRM) in financial services. European Management Journal, 18(3), 312–327.

Pinto, C. F., Serra, F. R., & Ferreira, M. P. (2014). A Bibliometric Study on Culture Research in International Business. BAR - Brazilian Administration Review, 11(3), 340–363.

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14.

Quevedo-Silva, F., Santos, E. B., Brandão, M. M., & Vils, L. (2016). Estudo Bibliométrico: Orientações sobre sua Aplicação. Revista Brasileira de Marketing, 15(02), 246–262.

Reilly, P. (2018). Building customer centricity in the hospitality sector: the role of talent management. Worldwide Hospitality and Tourism Themes, 10(1), 42–56.

Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The Customer Relationship Management Process: Its Measurement and Impact on Performance. Journal of Marketing Research, 41(3), 293–305.

Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing, 68(1), 109–127.

Setia, P., Venkatesh, V., & Joglekar, S. (2013). Leveraging Digital Technologies: How Information Quality Leads to Localized Capabilities and Customer Service Performance. MIS Quarterly, 37(2), 565–590.

Shah, D., Rust, R. T., Parasuraman, A., Staelin, R., & Day, G. S. (2006). The Path to Customer Centricity. Journal of Service Research, 9(2), 113–124.

Sheth, J. N., Sethia, N. K., & Srinivas, S. (2011). Mindful consumption: a customer-centric approach to sustainability. Journal of the Academy of Marketing Science, 39(1), 21–39.

Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000). The Antecedents and Consequences of Customer-Centric Marketing. Journal of the Academy of Marketing Science, 28(1), 55–66.

Siahtiri, V., O’Cass, A., & Ngo, L. V. (2014). Exploring the roles of marketing and selling capabilities in delivering critical customer centric performance and brand performance outcomes for B2B firms. Journal of Strategic Marketing, 22(5), 379–395.

Slater, S. F., & Narver, J. C. (1995). Market Orientation and the Learning Organization. Journal of Marketing, 59(3), 63.

Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-Based Assets and Shareholder Value: A Framework for Analysis. Journal of Marketing, 62(1), 2.

Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43(2–3), 172–194.

Trainor, K. J., Andzulis, J. (Mick), Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201–1208.

Udomsap, A. D., & Hallinger, P. (2020). A bibliometric review of research on sustainable construction, 1994–2018. Journal of Cleaner Production, 254, 120073.

Ulaga, W. (2018). The journey towards customer centricity and service growth in B2B: a commentary and research directions. AMS Review, 8(1–2), 80–83.

van Eck, N. J., & Waltman, L. (2014). Visualizing Bibliometric Networks. In Measuring Scholarly Impact (pp. 285–320).

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1–17.

Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.

Vlašić, G., & Tutek, E. (2017). Drivers of Customer Centricity: Role of Environmental-level, Organization-level and Department-level Variables. Zagreb International Review of Economics and Business, 20(2), 1–10.

Wagner, C., & Majchrzak, A. (2006). Enabling Customer-Centricity Using Wikis and the Wiki Way. Journal of Management Information Systems, 23(3), 17–43.

White, H. D., & McCain, K. W. (1998). Visualizing a discipline: An author co‐citation analysis of information science, 1972–1995. Journal of the American Society for Information Science, 49(4), 327–355.<327::AID-ASI4>3.0.CO;2-W

Zheng, P., Lin, Y., Chen, C.-H., & Xu, X. (2019). Smart, connected open architecture product: an IT-driven co-creation paradigm with lifecycle personalization concerns. International Journal of Production Research, 57(8), 2571–2584.

Zupic, I., & Čater, T. (2015). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), 429–472.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.






Revista de Administração da UFSM. Brazilian Journal of Management

Universidade Federal de Santa Maria, Santa Maria, Rio Grande do Sul, Brasil, eISSN 1983-4659