The explosion of digital technologies and evolution of scientific research on the customer journey

Abstract

The use of a diversity of channels to manage the relationship with its customers, and the birth of innovative service logic, is emerging as a new challenge for companies. For this, it is necessary to master and understand the customer journey.In this sense and in order to establish and analyze the current profile of publications on the customer journey, we presented a bibliometric overview of the Scopus database between 2010 and 2020.

The analysis of the most productive co-authors, institutions and countries, co-occurrences, citations and co-citations have been the subject of this study. 227 research articles were identified and analyzed by the VOSviewer software. Verhoef P.c being the most influential author with the highest number of citations 1083. For research institutions University of Bologna, Edhec School of Business, University of Queensland are the top three influential institutes in the field. The United States and Australia are the most productive countries. For the co-occurrence analysis, she highlighted the close relationship between the customer journey and the customer experience. This article is useful for any reader to understand the evolution and metamorphoses in this field of research in order to more easily identify current trends and gaps and establish new research models.

JEL Rating: M31

Type of article: theoretical article