Retail Customer Engagement: A Systematic Mapping Study

Customer engagement is one of the most debated topics in marketing literature. The great interest of the scientific community resulted in a large amount of research on this topic making it difficult for scholars to understand how to really contribute to advance the research. Based on these considerations, this chapter aims to provide an overview of the research findings and trends of previous studies to guide the researcher to the most influential works, results, and issues that need more insights. In particular, this chapter offers a literature review on customer engagement and retail customer engagement using bibliometric analysis and scientific mapping study. Results show the most productive authors, most cited publications, most frequent words, and clusters of related words. The analysis provides a description of the state of the art of retail customer engagement and suggests future research directions.