The Intellectual Structure of Relationship Marketing Scientific Field: proposing new Avenues of Research from a Systematic Review

CBR - Consumer Behavior Review

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Field Value
 
Title The Intellectual Structure of Relationship Marketing Scientific Field: proposing new Avenues of Research from a Systematic Review
 
Creator Enes, Yuri
Lima, Talita
Demo, Gisela
Scussel, Fernanda
 
Subject

 
Description We aim to analyze the evolution and the social and intellectual structure of relationship marketing/CRM scientific field and develop a research agenda. We performed a systematic review and bibliometric analysis of 290 articles published between 2015 and 2020. The social structure of the field shows the concentration of publication in developed countries and the predominance of the North-American approach and its focus on consumer centricity. Five research perspectives compose the intellectual structure of relationship marketing scientific field: business-to-business, customer loyalty, adoption and implementation strategies, theoretical developments and digital relationship marketing. We recommend scholars to address relational studies in emerging economies and the role of sociocultural elements in relationship marketing strategies; the impact of social media in consumers and firms relational dynamics; the multichannel context; and the rise of consumption journey as an opportunity to develop relationships in the multiple touchpoints between consumers and firms during the stages of consumption experience.
 
Publisher Universidade Federal de Pernambuco
 
Contributor
 
Date 2021-01-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artigo Avaliado pelos Pares

 
Format application/pdf
 
Identifier https://periodicos.ufpe.br/revistas/cbr/article/view/245879
10.51359/2526-7884.2021.245879
 
Source CBR - Consumer Behavior Review; v. 5, n. 1 (2021): janeiro-abril; 110-127
2526-7884
 
Language por
 
Relation https://periodicos.ufpe.br/revistas/cbr/article/view/245879/37456
 
Rights Direitos autorais 2021 CBR - Consumer Behavior Review
http://creativecommons.org/licenses/by/4.0
 

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