Customer Compliance: an analysis of publications and a research agenda proposal

Authors

DOI:

https://doi.org/10.5902/1983465980264

Keywords:

Customer compliance, Customer conformity, Customer centricity, Contemporary management

Abstract

Purpose: In addition to the renowned Customer Centricity Strategy, this article aims to analyze and understand the theme of Customer Compliance as another relationship strategy with the market in the context of contemporary marketing management. Additionally, it proposes a research agenda to drive the application and comprehension of this theme in society. Design/methodology/approach: Bibliometric analysis and Systematic Literature Review using the Scopus and Web of Science databases. Findings: The following results were obtained: (a) New business models, especially those involving e-commerce, seek to enhance and expand the adoption of customer compliance in their processes, (b) customer compliance is a topic that is being increasingly used in marketing and, consequently, is attracting more attention from academics for knowledge production about it, (c) customer compliance is a theme with strong interaction with the consumer behavior area, especially in the service sector, promoting value co-creation with companies through cost reduction sharing due to adherence to previously established processes. Originality/value: This study presents a comprehensive analysis of customer compliance, outlining its definitions and key attributes. It also synthesizes theoretical and practical insights from relevant articles and explores three theoretical frameworks related to customer satisfaction, consumer-employee relationships, and customer behavior, along with research methodologies employed.

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Author Biographies

Luciana Faluba Damázio, Fundação Dom Cabral

PhD in Administration from the Federal University of Minas Gerais. Professor at the Dom Cabral Foundation.

Helena Belintani Shigaki, Centro Universitário de Belo Horizonte

PhD in Administration, with an emphasis on Marketing, Strategy and Innovation, from the Federal University of Minas Gerais (UFMG - 2020) with a sandwich period at the École des Hautes Études Commerciales de Montréal (HEC-Montréal/Canada); Master in Administration, with an emphasis on Management and Academic Productivism from the Pontifical Catholic University of Minas Gerais (PUC Minas - 2014); Specialist in Strategic Marketing Management (PUC Minas - 2012) and; Graduated in Administration (PUC Minas - 2010). Professor and Researcher of the Postgraduate Program in Administration at the Unihorizontes University Center. Researcher in consumer behavior, neuroscience applied to marketing, social marketing, emotions, decision making, contemporary marketing management, Marketing and Society, and academic productivity. She is a member of the 'Research, Teaching Center in Marketing and Operations Strategies' at UFMG and of the 'Contemporary Marketing Management' Project at the Dom Cabral Foundation (FDC). Coordinator of the Lato Sensu Postgraduate course in Digital Marketing at the Unihorizontes University Center. She is editor-in-chief of the Interdisciplinary Management Horizons Journal (2020). Visiting professor in the Lato Sensu Postgraduate Program at the Dom Cabral Foundation, PUC Minas and Faculdades Milton Campos and, in the Stricto Sensu Postgraduate Program at UFMG (Neurosciences). She worked as a professor and advisor in the Undergraduate and Postgraduate courses at CEFET-MG, PUC Minas, UNA University Center, UNIBH and UNILESTE. She has publications in high-impact journals, as well as articles published in national and international events, with emphasis on the Academy of Marketing, EGOS, TMS, IAMOT and EnANPAD. Co-founder and coordinator (2016-2018) of the NeuroFaces Group (Neurosciences and their interfaces) at UFMG.

João Luiz Soares, Universidade Federal de Minas Gerais

Doutor em Administração pela Universidade Federal de Minas Gerais.

Carlos Alberto Gonçalves, Universidade Federal de Minas Gerais

Professor titular da Universidade Federal de Minas Gerais.

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Published

2024-10-29

How to Cite

Damázio, L. F., Shigaki, H. B., Soares, J. L., & Gonçalves, C. A. (2024). Customer Compliance: an analysis of publications and a research agenda proposal. Revista De Administração Da UFSM, 17(4), e1. https://doi.org/10.5902/1983465980264

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Vol. 17 No. 4 (2024): Oct-Dec

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Copyright (c) 2024 Luciana Faluba Damázio, Helena Belintani Shigaki, João Luiz Soares, Carlos Alberto Gonçalves

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