Abstract

DUQUE, Pedro  and  DUQUE OLIVA, Edison Jair. Emerging trends in the literature about customer engagement: A bibliometric analysis. estud.gerenc. [online]. 2022, vol.38, n.162, pp.120-132.  Epub Mar 24, 2022. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2022.162.4528.

Customer engagement is one of the topics that most arouses the attention of marketing professionals and academics today. This article aimed to contribute to general knowledge on this topic by mapping scientific research in this area of knowledge. For this purpose, a bibliometric and network analysis was carried out, using as a source the records in the Scopus and Web of Science databases. The main conclusions show that, despite being a recent subject, the study of customer engagement has prospered significantly. Also, four main lines or currents of work were identified in which the interests of researchers on this topic are concentrated. Finally, the contributions, limitations, and agenda for future studies are presented.

Keywords : customer engagement; service dominant logic; emerging trends; bibliometric analysis; scientific mapping.

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