Customer-Centric Technology: A Science Mapping of Marketing Transformation

Customer-Centric Technology: A Science Mapping of Marketing Transformation

This research aimed to analyze the impact of technology on marketing practices, from the adoption stage to the creation of customer experience, through a bibliometric approach.  Using 133 articles published between 2000 and 2024 obtained from Scopus.com database, the study compiled a comprehensive...

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Bibliographic Details
Main Authors: Rizka Zulfikar, Nanang Suryadi, Yuditha Valen Prasarry
Format: Article
Language:English
Published: The Management Institute, Faculty of Economics, Universitas Andalas 2025-06-01
Series:AMAR (Andalas Management Review)
Subjects:
marketing
technology adoption
customer experience
artificial technology
internet of things
Online Access:http://amareview.fekon.unand.ac.id/index.php/amar/article/view/212
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