Tendencias emergentes en la literatura sobre el compromiso del cliente: un análisis bibliométrico

Pedro Duque; Edison Jair Duque Oliva

doi:10.18046/j.estger.2022.162.4528

Autores

Pedro Duque Profesor e Investigador tiempo completo, Grupo de investigación GESNE - Facultad de ciencias administrativas, económicas y contables. Universidad Católica Luis Amigó, Manizales, Colombia. Estudiante Doctorado en Administración, Facultad de administración, Universidad Nacional de Colombia, Manizales, Colombia. https://orcid.org/0000-0003-4950-8262
Edison Jair Duque Oliva Profesor titular, Escuela de administración y contaduría, Universidad Nacional de Colombia, Bogotá, Colombia. Docente, ESAI Business School, Universidad Espíritu Santo, Guayaquil, Ecuador. https://orcid.org/0000-0003-4949-6118

DOI:

https://doi.org/10.18046/j.estger.2022.162.4528

Palavras-chave:

engajamento do cliente, lógica dominante do serviço, tendências emergentes, análise bibliométrica, mapeamento científico

Resumo

O engajamento do cliente é um dos tópicos de maior interesse para os profissionais e acadêmicos de marketing atualmente. Portanto, este artigo pretende contribuir para o conhecimento geral sobre este tópico, mapeando a pesquisa científica nesta área do conhecimento. Para este fim, foi realizada uma análise bibliométrica e de redes, usando como fonte os registros nos bancos de dados Scopus e Web of Science. As principais conclusões mostram que, apesar de ser um tópico recente, o estudo do engajamento do cliente tem prosperado significativamente. Também foram identificadas quatro linhas ou correntes principais de trabalho nas quais está concentrado o interesse dos pesquisadores por este tópico. Finalmente, são apresentadas as contribuições, as limitações e a agenda para futuros estudos.

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