A systematic review of empirical studies on customer knowledge – insight from the leading marketing journals in 1997-2017
(A2019-9551)

AUTHORS

Tamara Keszey, Corvinus University of Budapest; Silja Korhonen-Sande, NMBU School of Economics and Business, Norwegian University of Life Sciences

KEYWORDS

Customer knowledge; Systematic literature review; Utilization of knowledge

ABSTRACT

The evolving landscape of marketing abundant with opportunities to gather and analyze customer-related data has triggered calls for more research on realizing the potential in customer insight. This paper aims at supporting this research agenda by identifying and conducting a systematic review of 142 empirical studies on customer knowledge (CK) in leading marketing journals in 1997-2017. Our study gives an overview of the theoretical foundations, conceptualizations, and operationalizations, and methods used in this body of literature. The paper concludes by synthesizing studies on CK utilization: its drivers, performance effects and future research directions.