Computer-Assisted Concept Analysis of Customer Centricity: A Review of the Literature on Employee Engagement, Culture, Leadership, and Identity Co-Creation

Elanor Colleoni, Flavia Bonaiuto, Laura Illia and Marino Bonaiuto
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Elanor Colleoni: Department of Business, Law, Economics, and Consumption, IULM University, 20143 Milan, Italy
Flavia Bonaiuto: Faculty of Economics, Universitas Mercatorum, 00186 Rome, Italy
Laura Illia: Department of Communication and Media Research, Faculty of Management, Economics and Social Science, University of Fribourg, 1700 Fribourg, Switzerland
Marino Bonaiuto: Department of Psychology of Developmental and Socialization Processes, Faculty of Medicine and Psychology, Sapienza University of Rome, 00185 Rome, Italy

Sustainability, 2021, vol. 13, issue 9, 1-14

Abstract: Customer centricity requires having customers at the core of the corporate organizational process. Yet, relationship marketing scholarships have not developed a clear understanding of how corporate culture, leadership, and identity may allow the establishment of customer centricity within the organization. To this aim, we have developed a computer-assisted concept analysis of the term customer centricity in two disciplines that are at the core of relationship marketing: business and psychology. Specifically, we have conducted our review of a sample of abstracts in the over 1200 peer-reviewed journals of Business Source Premier Database and 2500 publications at the Psychology Info database that use the term “customer centricity” together with the terms “organizational identity”, “organizational leadership”, “organizational culture”, and “employee engagement”. Our computer-assisted analysis allowed us to identify four main open debates scholars and practitioners are working on that contribute to advance literature on relationship marketing: employee training and balanced centricity; industries that are either best or worst practices; reinvention of marketing practices; social aspects of consumer centricity. These areas are presented considering how they might inspire future studies on customer centricity in the customer relationship marketing field.

Keywords: customer centricity; relationship marketing; organizational culture; employee engagement; organizational identity; leadership; topic modeling; computer-assisted analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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