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Marketing Management in Retail Customer Satisfaction: Opportunity and Challenges
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Author(s): Albérico Travassos Rosário (GOVCOPP, IADE, Universidade Europeia, Portugal)
Copyright: 2023
Pages: 24
Source title:
Management and Marketing for Improved Retail Competitiveness and Performance
Source Author(s)/Editor(s): José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal)and Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-8574-3.ch001
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Abstract
Marketing management is the process of establishing, maintaining, and improving customer satisfaction, assumed to be highly relevant, supporting the idea that companies can maximise their profits on customer satisfaction in retail. With the rapid introduction of new technologies, we have seen a change in consumer lifestyle, demographics, and desire for convenience. Technological progress and environmental advancements have led to the introduction of solutions. Thus, this study aims to identify research trends in the area through a systematic bibliometric review of literature on marketing management research on customer satisfaction in retail. The review includes 57 articles published in the Scopus® database, presenting up-to-date knowledge on the topic. The results indicate that marketing management offers multiple opportunities and benefits that facilitate the creation, maintenance, and improvement of customer satisfaction programs in retail.
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