Consumer Retail Experience: A Bibliometric Study

Abstract

The concern of retailers with the consumer experience in the store environment demonstrates the use of ever more advanced techniques, to create interesting experiences for consumers in the store environment. These efforts, however, can sometimes not be aligned with the demands of consumers, which reveal that their experiments to store a great extent, are influenced by traditional values. This study aims to analyze how the customer experience in retail has been discussed in publications in journals in the main area. The bibliometric analysis of scientific literature on customer experience and customer experience in retail was held. The choice of bibliometrics stems from the growing need to assess the progress and development of science and technology in the various fields of knowledge. There was significant concentration of publications in recent years, especially in 2013, which demonstrates the growing concern of marketing scholars with consumer behavior in the retail environment. The consumer experience as a research area is becoming more popular in journals and proving to be an important area of ​​study for the marketing of services, especially in retail. With the maturing of this field of study, there are new trends in research and expansion of consumer behavior analysis scope. Knowing the recent empirical findings brought by the studies is able to create new space for discussion, based on evidence, studied, analyzed and structured.