Müşteri Özdeşleşmesinin Gelişimi: Sistematik Literatür İncelemesi ve Gelecek Araştırmalar için Öneriler

Abstract

Müşteri özdeşleşmesi, müşterilerin markalarla ilişkilerini anlamada önemli bir kavramdır. Bu literatür incelemesinde, müşteri özdeşleşmesi ile ilgili bugüne kadar yapılmış çalışmaları kapsamlı bir şekilde gözden geçirmek ve mevcut literatürde tespit edilen boşluklar doğrultusunda gelecek çalışmalar için faydalı öneriler sunmak amaçlanmaktadır. Bu kapsamda, müşteri özdeşleşmesi ile ilgili Scopus veri tabanından ulaşılan 73 makale sistematik olarak incelenmiştir. Elde edilen bulgular kavramsallaştırma, teorik çerçeve, tanımlayıcı bilgiler, yöntemsel eğilimler ve anahtar değişkenler olmak üzere beş bölümde tartışılmıştır. Çalışma, mevcut literatürdeki boşluklardan yola çıkılarak, gelecekteki çalışmalar için faydalı olacağı düşünülen birtakım önerilerde bulunularak sonlandırılmaktadır.

Keywords

• Müşteri özdeşleşmesi
• marka özdeşleşmesi
• işletme özdeşleşmesi
• sistematik inceleme
• tüketici davranışları

The Journey of Customer Identification: A Systematic Literature Review and Directions for Further Investigation

Abstract

Customer identification has been a key concept in understanding consumers’ relationships with brands. In this review article, we aim to provide a comprehensive overview of extant knowledge on customer identification and offer suggestions for future development in line with the gaps identified in the prior literature. We systematically review 73 peer-reviewed journal articles pertinent to customer identification in the Scopus database. We discuss the review findings in five sections, namely, conceptualization, theoretical framework, descriptive information, methodological trends, and key variables. Drawing from the gaps in the existing literature, we propose several suggestions for future research and end the paper with concluding remarks.

Keywords

• Customer identification
• brand identification
• company identification
• systematic review
• consumer behavior
• Customer identification, brand identification, company identification, systematic review, consumer behavior

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