A SCIENTOMETRIC ANALYSIS OF CUSTOMER VALUE IN RETAILING

Abstract

The paper is a Scientometric analysis of research trends, productivity analysis and conceptual structure of customer value in retailing (CVR). The study is conducted on articles extracted from online Scopus database and analysed through web based Biblioshiny software. The results show an increasing trend in CVR research especially in recent years. The leading sources of publication are inter disciplinary and varied subject areas of services, retailing, e-commerce, internet marketing, consumer research, interactive marketing, fashion marketing etc. Leading authors have used multiple conceptualizations of structure and dimensions of CV in their research while evaluating the relationship of CV with consumer attitudinal and behavioural outcomes in context of retailing. The focus of research is shifting from offline channels to online and multi channels. The service dominant consumer perspective of co creation of customer value is emerging as the pre dominant concept in this field