The Journey of Customer Identification: A Systematic Literature Review and Directions for Further Investigation
Küçük Resim Yok
Tarih
2022
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Eskisehir Osmangazi Univ, Fac Education
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Customer identification has been a key concept in understanding consumers' relationships with brands. In this review article, we aim to provide a comprehensive overview of extant knowledge on customer identification and offer suggestions for future development in line with the gaps identified in the prior literature. We systematically review 73 peer-reviewed journal articles pertinent to customer identification in the Scopus database. We discuss the review findings in five sections, namely, conceptualization, theoretical framework, descriptive information, methodological trends, and key variables. Drawing from the gaps in the existing literature, we propose several suggestions for future research and end the paper with concluding remarks.
Açıklama
Anahtar Kelimeler
Customer Identification, Brand Identification, Company Identification, Systematic Review, Consumer Behavior
Kaynak
Eskisehir Osmangazi Universitesi Iibf Dergisi-Eskisehir Osmangazi University Journal of Economics and Administrative Sciences
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
17
Sayı
2