Customer centricity: uma análise bibliométrica da produção acadêmica
DOI :
https://doi.org/10.5902/1983465961375Mots-clés :
Customer Centricity, Customer Orientation, Bibliometric AnalysisRésumé
Finalidade – O artigo apresenta uma análise bibliométrica da literatura com o propósito de contribuir para o melhor entendimento da evolução do tema, e a clarificação de conceitos e termos associados à área de Customer Centricity, ou Centralidade no Cliente.
Desenho/ Metodologia/ Abordagem – Nesse estudo, foram analisados 656 artigos indexados pela Scopus nos últimos 26 anos, via software VOSViewer.
Constatações – Pode-se concluir que o tema ainda é incipiente em termos de produção científica, diante do volume de artigos identificados neste estudo comparativamente a outros temas mais robustos na área de marketing, mas que vem crescendo e atraindo o interesse dos pesquisadores ao longo dos últimos anos.
Originalidade/ valor – Foi possível verificar que Customer Centricity representa um fenômeno que vem sendo estudado recentemente com considerada intensidade, notadamente a partir do ano de 2007.
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Références
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