Customer Education in Omnichannel Marketing - A Systematic Literature Review

• Autorzy: Beata Gotwald
• Języki publikacji: EN

Abstrakty

EN

Purpose - The text aims to present the results of the analysis on the state of knowledge on Customer Education (CE) and propose future research directions in market- ing area. The filtering criteria was the chance to apply the gathered information in the marketing area. Research method - The method of the systematic literature review was applied. Regarding customer education keywords, I examined two databases (SCOPUS and Web of Science). Then the results were analysed with the assistance of VOSviewer and using content analysis (qualitative research). A total number of 79 articles was analysed. Results - Customer Education (CE) is rarely examined, especially in marketing. The concept evolves from instructions to co-creation. Bibliographic analysis shows the relation of CE with CX, customer satisfaction and loyalty to the organisation when it aims for internal and external customers. Originality /value/implications/recommendations - Due to the novelty of the problem and its development in business, it is worth stimulating debate on CE in science. The paper aims to fill a gap in literature reviews on the issue and might be a voice in pointing out future research directions. Future research can gravitate toward new channels of CE, learning communities, and the relationship between CE and: customer behaviour, CX, application of AI and data mining, and usage of learning management systems (LMS). (original abstract)

Słowa kluczowe

EN

Customer; Systematic literature review; Customer behaviour; Education

PL

Klient; Systematyczny przegląd literatury; Zachowania klientów; Edukacja

• Czasopismo: Optimum : studia ekonomiczne
• Rocznik: 2023
• Numer: nr 3 (113)
• Strony: 171--184

Twórcy

autor

Beata Gotwald

• University of Lodz, Poland

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Identyfikatory

DOI

10.15290/oes.2023.03.113.10