Relationship Marketing in the Consumer Market: Scientific Production Profile and Research Agenda

Authors

DOI:

https://doi.org/10.24023/FutureJournal/2175-5825/2021.v13i2.569

Keywords:

Relationship marketing, Relationship with the consumer, Bibliometric review

Abstract

Objective: in view of the relevance of relationship marketing for organizations operating in the business-to-consumer market (B2C) and the gap in the literature regarding the comparison of national and international production scenarios, the objective of this article was to map the state of the art consumer relationship and propose a research agenda

Method: a bibliometric review was carried out with 435 articles published between 2015 and 2019, classified according to demographic, institutional and methodological criteria

Results: there was a predominance of empirical and quantitative articles, in addition to the need for conceptual development for the theme. There is a preference for the application of research in the private sector, configuring the research gap of the theme with regard to the public sector

Conclusions: the contributions reside in the presentation of research itineraries, whose main purpose is to assist the theoretical and empirical development of relationship marketing, benefiting both the academic community and organizations

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Author Biographies

Gisela Demo, Universidade de Brasília - UnB

Pós-doutorado em Management & Organizations, pela Anderson School of Management, University of California, Los Angeles. Doutora em Psicologia pela Universidade de Brasília - UnB, Brasília, (Brasil). Professora associada e pesquisadora do Departamento de Administração (ADM) e do Programa de Pós-Graduação em Administração (PPGA) da Universidade de Brasília - UnB.

Talita Lima, Universidade de Brasília - UnB

Mestre em Administração pelo Programa de Pós-Graduação em Administração da Universidade de Brasília - PPGA/UnB), Brasília, (Brasil).

Fernanda Scussel, Universidade de Brasília - UnB

Doutora em Administração pela Universidade Federal de Santa Catarina -  UFSC, Santa Catarina, (Brasil).

Paulo Miranda, Universidade de Brasília - UnB

Doutorando em Administração pela 
Universidade de Brasília - UnB, Brasília,  (Brasil).

Lucas Moreno, Universidade de Brasília - UnB

Mestre em Administração pela Universidade de Brasília -UnB, Brasília, (Brasil). 

Professor voluntário na Universidade de Brasília - UnB.

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Published

2021-02-25

How to Cite

Demo, G., Lima, T., Scussel, F., Miranda, P., & Moreno, L. (2021). Relationship Marketing in the Consumer Market: Scientific Production Profile and Research Agenda. Future Studies Research Journal: Trends and Strategies, 13(2), 179–202. https://doi.org/10.24023/FutureJournal/2175-5825/2021.v13i2.569

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Artigos / Articles