TITLE:
Systematic Literature Review on Product and Customer Centricity, Customer Experience, and Loyalty
AUTHORS:
Jairo da Silva Muniz Sobrinho, Murillo de Oliveira Dias, Guilherme Vieira Marcolino, Poliano Bastos da Cruz
KEYWORDS:
Systematic Literature Review (SLR), Product Centrism, Customer Experience, Loyalty
JOURNAL NAME:
Open Journal of Business and Management,
Vol.13 No.2,
March
11,
2025
ABSTRACT: In this article, we present a systematic literature review (SLR) focused on Product and Customer Centrism, as well as Customer Experience and Customer Loyalty—topics that are often studied together. Our goal was to map the evolution of these subjects over the past 125 years, offering a significant advancement compared to a traditional bibliographic review. We collected a total of 12,000 records of scholarly publications from four different databases using keyword searches, resulting in 15,343 publications (657 exclusions) with a combined total of 2,937,235 citations, excluding patents. Using these records, we conducted a bibliometric analysis, which revealed that academic research primarily revolves around two themes: customer centricity. Notably, the number of citations related to Customer Experience and Customer Loyalty has increased sevenfold over the past 50 years and is projected to double in the coming decades. Our findings also show trends in research studies and the geographical distribution of academic contributions. Furthermore, our article offers implications and recommendations for future research in this field.