Abstract
Marketing management is the process of establishing, maintaining, and improving customer satisfaction, assumed to be highly relevant, supporting the idea that companies can maximise their profits on customer satisfaction in retail. With the rapid introduction of new technologies, we have seen a change in consumer lifestyle, demographics, and desire for convenience. Technological progress and environmental advancements have led to the introduction of solutions. Thus, this study aims to identify research trends in the area through a systematic bibliometric review of literature on marketing management research on customer satisfaction in retail. The review includes 57 articles published in the Scopus® database, presenting up-to-date knowledge on the topic. The results indicate that marketing management offers multiple opportunities and benefits that facilitate the creation, maintenance, and improvement of customer satisfaction programs in retail.
TopMethodological Approach
The researcher conducted a systematic bibliometric review of the literature (LRSB) to identify, summarize, analyze, and synthesize data from multiple high-quality sources. Recent years have seen a massive increase in the number of journal articles published in numerous outlets and academic disciplines, including marketing. As a result, Linnenluecke et al. (2020) note that the quality of academic knowledge published has significantly decreased due to the increasing number of predatory journals that publish high volumes of poor-quality research.
A systematic review helps overcome these quality issues by empowering the researcher to identify a smaller set of studies that fit the inclusion criteria and inform the research agenda in a pool of publications. This research approach helps ensure that the sources selected and integrated into a systematic literature review are quality and relevant to the study topic. Given the significance and popularity of the customer satisfaction topic in marketing, it is notable that enormous research has been published on the topic. Thus, the LRSB helped filter the most relevant and quality sources for analysis and reporting.
Consequently, the methodology can be used to decipher and map cumulative scientific knowledge and emerging variations of a well-established topic (Rosário & Dias, 2022, 2023; Rosário, et al., 2021).
Key Terms in this Chapter
Big Data: It is the area of knowledge that studies how to treat, analyze and obtain information from very large data sets.
Brand Love: expression created to describe brands or companies that have managed to win consumer loyalty in a way that goes beyond simple product preference.
Value Co-Creation: Is an innovation strategy that takes place through direct interaction between companies and their customers.
Customer Relationship Management: It is a strategy aimed at understanding and anticipating your customers' needs. It is a philosophy, a strategy and a process that is directly linked to the main pillars of marketing.
Service quality: Can be defined as the degree to which customer expectations are met, exceeded by their perception of the service provided.
Customer Loyalty: It is a process of retaining already conquered customers.
Corporate Social Responsibility: Describes the voluntary contribution of companies to sustainable development that goes beyond legal requirements.