Purpose

Customer engagement (CE) as a domain of research started gaining impetus when it became apparent that it can be a key driver of a firm's performance, competitive advantage and loyalty. The purpose of this study is to develop a deep understanding of the CE construct in marketing literature using bibliometric analysis.

Design/methodology/approach

In this study, 940 articles were retrieved from Scopus, the well-known electronic database. Bibliographic coupling and co-occurrence analysis using VOSviewer along with content analysis were employed.

Findings

After careful content analysis, six clusters were identified through bibliographic coupling: (1) modeling customer engagement, (2) customer engagement theory and empirical validation, (3) customer engagement and service-dominant logic, (4) customer engagement and social media, (5) customer engagement and brand platforms and (6) engagement in other contexts. The outcomes of this study would not only be valuable for scholars working in the CE domain, but could also be useful for practitioners and policymakers who wish to enhance their understanding about CE.

Originality/value

Over the past decade, the research on CE construct has exploded owing to the growing interest of both scholars and practitioners in the field. Despite being a popular field of research, there is no published work on a comprehensive bibliometric analysis of the construct in marketing literature. The current study bridges this gap in the existing literature.

中文翻译：

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映射客户参与的主题和知识结构：文献计量分析

目的

当客户参与 (CE) 成为公司绩效、竞争优势和忠诚度的关键驱动因素时，客户参与 (CE) 作为一个研究领域开始获得动力。本研究的目的是使用文献计量分析深入了解营销文献中的 CE 结构。

设计/方法/方法

在这项研究中，从著名的电子数据库 Scopus 中检索了 940 篇文章。使用 VOSviewer 和内容分析的书目耦合和共现分析被采用。

发现

经过仔细的内容分析，通过书目耦合确定了六个集群：（1）客户参与建模，（2）客户参与理论和实证验证，（3）客户参与和服务主导逻辑，（4）客户参与和社交媒体， (5) 客户参与和品牌平台以及 (6) 在其他环境中的参与。这项研究的结果不仅对在 CE 领域工作的学者有价值，而且对希望增强对 CE 理解的从业者和政策制定者也有用。

原创性/价值

在过去的十年中，由于该领域的学者和从业者日益增长的兴趣，对 CE 结构的研究呈爆炸式增长。尽管是一个受欢迎的研究领域，但在营销文献中还没有关于该结构的综合文献计量分析的已发表作品。目前的研究弥合了现有文献中的这一差距。