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Retailing Narrative: A Systematic Literature Review and Outlook for Further Research

Retailing Narrative: A Systematic Literature Review and Outlook for Further Research

Lingam Naveen, Rabi N. Subudhi
Copyright: © 2023 |Pages: 23
ISBN13: 9781668458532|ISBN10: 1668458535|ISBN13 Softcover: 9781668458549|EISBN13: 9781668458556
DOI: 10.4018/978-1-6684-5853-2.ch016
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MLA

Naveen, Lingam, and Rabi N. Subudhi. "Retailing Narrative: A Systematic Literature Review and Outlook for Further Research." Handbook of Research on the Interplay Between Service Quality and Customer Delight, edited by Sarmistha Sarma and Neha Gupta, IGI Global, 2023, pp. 314-336. https://doi.org/10.4018/978-1-6684-5853-2.ch016

APA

Naveen, L. & Subudhi, R. N. (2023). Retailing Narrative: A Systematic Literature Review and Outlook for Further Research. In S. Sarma & N. Gupta (Eds.), Handbook of Research on the Interplay Between Service Quality and Customer Delight (pp. 314-336). IGI Global. https://doi.org/10.4018/978-1-6684-5853-2.ch016

Chicago

Naveen, Lingam, and Rabi N. Subudhi. "Retailing Narrative: A Systematic Literature Review and Outlook for Further Research." In Handbook of Research on the Interplay Between Service Quality and Customer Delight, edited by Sarmistha Sarma and Neha Gupta, 314-336. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-5853-2.ch016

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Abstract

The world of retail is very dynamic and interesting. The evolution of retail as an industry withholds immense richness in terms of research literature. This study has adopted a review research design to study the retailing literature of last two decades. The bibliometric database Scopus was used to extract the list of studies. The central constructs considered for the study are service quality (SQ), customer satisfaction (CS), and customer delight (CD). A systematic literature review approach was undertaken along with PRISMA framework. Multiple rounds of screening were done to finalize a total of 92 documents for the review. To identify, evaluate, and study various themes and variables related to the central constructs, several research tools were used like network analysis, temporal analysis, citation analysis, and mind maps. The findings of the study would help both retail researchers and practitioners to understand consumer behavior concerning retail sector and devise the future course of action to develop higher levels of customer loyalty and retention.

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