Tendencias emergentes en la literatura sobre el compromiso del cliente: un análisis bibliométrico

Pedro Duque; Edison Jair Duque Oliva

doi:10.18046/j.estger.2022.162.4528

Autores/as

Pedro Duque Profesor e Investigador tiempo completo, Grupo de investigación GESNE - Facultad de ciencias administrativas, económicas y contables. Universidad Católica Luis Amigó, Manizales, Colombia. Estudiante Doctorado en Administración, Facultad de administración, Universidad Nacional de Colombia, Manizales, Colombia. https://orcid.org/0000-0003-4950-8262
Edison Jair Duque Oliva Profesor titular, Escuela de administración y contaduría, Universidad Nacional de Colombia, Bogotá, Colombia. Docente, ESAI Business School, Universidad Espíritu Santo, Guayaquil, Ecuador. https://orcid.org/0000-0003-4949-6118

DOI:

https://doi.org/10.18046/j.estger.2022.162.4528

Palabras clave:

compromiso del cliente, lógica dominante del servicio, tendencias emergentes, análisis bibliométrico, mapeo científico

Resumen

El compromiso del cliente es uno de los temas que más despierta el interés de los profesionales y académicos del marketing en la actualidad. Por tanto, este artículo pretende contribuir al conocimiento general sobre este tema al realizar un mapeo de la investigación científica de esta área de conocimiento. Para ello, se realizó un análisis bibliométrico y de redes, utilizando como fuente los registros en las bases de datos Scopus y Web of Science. Las principales conclusiones muestran que, a pesar de ser una temática reciente, el estudio sobre el compromiso del cliente ha prosperado de forma importante. También, se identificaron cuatro principales líneas o corrientes de trabajo en las que se concentra el interés de los investigadores en este tema. Por último, se presentan las contribuciones, limitaciones y la agenda para futuros estudios.

Descargas

Los datos de descarga aún no están disponibles.

Referencias

Agnihotri, R. (2020). Social media, customer engagement, and sales organizations: A research agenda. Industrial Marketing Management, 90, 291-299. https://doi.org/10.1016/j.indmarman.2020.07.017

Algesheimer, R., Dholakia, U. M. y Herrmann, A. (2005). The social influence of brand community: Evidence from European Car Clubs. Journal of Marketing, 69(3), 19-34. https://doi.org/10.1509/jmkg.69.3.19.66363

Aria, M. y Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959-975. https://doi.org/10.1016/j.joi.2017.08.007

Ashley, C. y Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology y Marketing, 32(1), 15-27. https://doi.org/10.1002/mar.20761

Barger, V., Peltier, J. W. y Schultz, D. E. (2016). Social media and consumer engagement: A review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287. https://doi.org/10.1108/JRIM-06-2016-0065

Bastian, M., Heymann, S. y Jacomy, M. (2009). Gephi: An open source software for exploring and manipulating networks. International AAAI Conference on Weblogs and social media. https://gephi.org/users/publications/

Bijmolt, T. H. A., Leeflang, P. S. H., Block, F., Eisenbeiss, M., Hardie, B. G. S., Lemmens, A. y Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341-356. https://doi.org/10.1177/1094670510375603

Blondel, V. D., Guillaume, J.-L., Lambiotte, R. y Lefebvre, E. (2008). Fast unfolding of communities in large networks. Journal of Statistical Mechanics: Theory and Experiment, 2008(10), P10008. https://doi.org/10.1088/1742-5468/2008/10/p10008

Bovaird, T. (2007). Beyond engagement and participation: User and community coproduction of public services. Public Administration Review, 67(5), 846-860. https://doi.org/10.1111/j.1540-6210.2007.00773.x

Bowden, J. L.-H. (2014). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74. https://doi.org/10.2753/MTP1069-6679170105

Braam, R. R., Moed, H. F. y Van-Raan, A. F. J. (1991). Mapping of science by combined co-citation and word analysis. I. Structural aspects. Journal of the American Society for Information Science, 42(4), 233-251. https://doi.org/10.1002/(sici)1097-4571(199105)42:4<233::aid-asi1>3.0.co;2-i

Brodie, R. J., Ilic, A., Juric, B. y Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114. https://doi.org/10.1016/j.jbusres.2011.07.029

Brodie, R. J., Hollebeek, L. D., Jurić, B. y Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271. https://doi.org/10.1177/1094670511411703

Buitrago, S., Duque, P. y Robledo, S. (2019). Branding corporativo: una revisión bibliográfica. ECONÓMICAS CUC, 41(1). https://doi.org/10.17981/econcuc.41.1.2020.org.1

Busalim, A. H., Hussin, A. R. y Yusof, A. F. (2017). Customer engagement in social commerce: A theoretical review. https://www.semanticscholar.org/paper/Customer-engagement-in-social-commerce%3A-A-review-Busalim-Hussin/ccf019dd49aabd7f8b2b0b4d4bd839fedd36b6bf

Busalim, A. H., Hussin, A. R. y Iahad, N. A. (2019). Factors influencing customer engagement in social commerce websites: A systematic literature review. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 0-0. < https://doi.org/10.4067/S0718-18762019000200102

Chandler, J. D. y Lusch, R. F. (2015). Service systems: A broadened framework and research agenda on value propositions, enga-gement, and service experience. Journal of Service Research, 18(1), 6-22. https://doi.org/10.1177/1094670514537709

Chandni, S. y Rahman, Z. (2020). Customer engagement and employee engagement: Systematic review and future directions. The Service Industries Journal, 40(13-14), 932-959. https://doi.org/10.1080/02642069.2020.1733534

Chathoth, P. K., Ungson, G. R., Altinay, L., Chan, E. S. W., Harrington, R. y Okumus, F. (2014). Barriers affecting organisational adoption of higher order customer engagement in tourism service interactions. Tourism Management, 42, 181-193. https://doi.org/10.1016/j.tourman.2013.12.002

Cheng, M. (2016). Sharing economy: A review and agenda for future research. International Journal of Hospitality Management, 57, 60-70. https://doi.org/10.1016/j.ijhm.2016.06.003

Cheung, M. L., Pires, G. y Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695-720. https://doi.org/10.1108/apjml-04-2019-0262

Clavijo-Tapia, F. J., Duque-Hurtado, P. L., Arias-Cerquera, G., & Tolosa-Castañeda, M. A. (2021). Organizational communication: a bibliometric analysis from 2005 to 2020. Clío América, 15(29). https://doi.org/10.21676/23897848.4311

de Oliveira-Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H. y Babin, B. J. (2020). Customer engagement in social media: A framework and meta-analysis. Journal of the Academy of Marketing Science, 44, 100. https://doi.org/10.1007/s11747-020-00731-5

de Vries, L., Gensler, S. y Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003

Diez-Vial, I. y Montoro-Sanchez, A. (2017). Research evolution in science parks and incubators: Foundations and new trends. Scientometrics, 110(3), 1243-1272. https://doi.org/10.1007/s11192-016-2218-5

Ding, Y. y Cronin, B. (2011). Popular and/or prestigious? Measures of scholarly esteem. Information Processing y Management, 47(1), 80-96. https://doi.org/10.1016/j.ipm.2010.01.002

Ding, Y., Yan, E., Frazho, A. y Caverlee, J. (2009). PageRank for ranking authors in co-citation networks. Journal of the American Society for Information Science, 60(11), 2229-2243. https://doi.org/10.1002/asi.21171

Di Vaio, A., Palladino, R., Pezzi, A., & Kalisz, D. E. (2021). The role of digital innovation in knowledge management systems: A systematic literature review. Journal of business research, 123, 220-231. https://doi.org/10.1016/j.jbusres.2020.09.042

Duque, P., & Cervantes, L. S. (2019). Responsabilidad Social Universitaria: una revisión sistemática y análisis bibliométrico. Estudios Gerenciales, 35 (153 Oct-Dic 2019), 451-464. https://doi.org/10.18046/j.estger.2019.153.3389

Duque, P., Meza, O. E., Giraldo, D., & Barreto, K. (2021). Economía Social y Economía Solidaria: un análisis bibliométrico y revisión de literatura. REVESCO. Revista de Estudios Cooperativos, 138, e75566-e75566. https://doi.org/10.5209/reve.75566

Duque, P., Meza, O., Zapata, G., & Giraldo, J. (2021). Internacionalización de empresas latinas: evolución y tendencias. ECONÓMICAS CUC, 42(1). https://doi.org/10.17981/econcuc.42.1.2021.Org.1

Duque, P., Samboni, V., Castro, M., Montoya, L. A., & Montoya, I. A. (2020). Neuromarketing: Its current status and research perspectives. Estudios Gerenciales, 36(157). https://doi.org/10.18046/j.estger.2020.157.3890

Duque, P., Toro, A., Ramírez, D., & Carvajal, M. E. (2020). Marketing viral: Aplicación y tendencias. Clío América, 14(27), 454-468. https://doi.org/10.21676/23897848.3759

Duque, P., Trejos, D., Hoyos, O., & Chica, J. C. (2021). Finanzas corporativas y sostenibilidad: un análisis bibliométrico e iden-tificación de tendencias. Semestre Económico, 24(56), 25-51. https://doi.org/10.22395/seec.v24n56a1

Echchakoui, S. (2020). Why and how to merge Scopus and Web of Science during bibliometric analysis: The case of sales force literature from 1912 to 2019. Journal of Marketing Analytics, 8(3), 165-184. https://doi.org/10.1057/s41270-020-00081-9

Ellway, B. P. W. y Dean, A. (2020). Habitus as a value lens to link customer engagement and value cocreation. Journal of Service Theory and Practice, 30(1), 57-77. https://doi.org/10.1108/jstp-04-2019-0093

Fahimnia, B., Sarkis, J. y Davarzani, H. (2015). Green supply chain management: A review and bibliometric analysis. International Journal of Production Economics, 162, 101-114. https://doi.org/10.1016/j.ijpe.2015.01.003

Goh, K.-Y., Heng, C.-S. y Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user- and marketer-generated content. Information Systems Research, 24(1), 88-107. https://doi.org/10.1287/isre.1120.0469

Gummerus, J., Liljander, V., Weman, E. y Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877. https://doi.org/10.1108/01409171211256578

Gurzki, H. y Woisetschläger, D. M. (2017). Mapping the luxury research landscape: A bibliometric citation analysis. Journal of Business Research, 77, 147-166. https://doi.org/10.1016/j.jbusres.2016.11.009

Hanson, S., Jiang, L. y Dahl, D. (2019). Enhancing consumer engagement in an online brand community via user reputation signals: A multi-method analysis. Journal of the Academy of Marketing Science, 47(2), 349-367. https://doi.org/10.1007/s11747-018-0617-2

Hinson, R., Boateng, H., Renner, A. y Kosiba, J. P. B. (2019). Antecedents and consequences of customer engagement on Facebook: An attachment theory perspective. Journal of Research in Interactive Marketing, 13(2), 204-226. https://doi.org/10.1108/JRIM-04-2018-0059

Hirsch, J. E. (2005). An index to quantify an individual’s scientific research output. Proceedings of the National Academy of Sciences of the United States of America, 102(46), 16569-16572. https://doi.org/10.1073/pnas.0507655102

Hjørland, B. (2013). Citation analysis: A social and dynamic approach to knowledge organization. Information Processing y Management, 49(6), 1313-1325. https://doi.org/10.1016/j.ipm.2013.07.001

Hollebeek, L. (2011). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555-573. https://doi.org/10.1080/0965254X.2011.599493

Hollebeek, L. D. (2010). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807. https://doi.org/10.1080/0267257X.2010.500132

Hollebeek, L. D., Glynn, M. S. y Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165. https://doi.org/10.1016/j.intmar.2013.12.002

Hollebeek, L. D., Srivastava, R. K. y Chen, T. (2019). S-D logic–informed customer engagement: Integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47(1), 161-185. https://doi.org/10.1007/s11747-016-0494-5

Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M. y Singh, S. S. (2010). Consumer cocreation in new product development. Journal of Service Research, 13(3), 283-296. https://doi.org/10.1177/1094670510375604

Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I. y Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50, 277-285. https://doi.org/10.1016/j.jretconser.2019.05.018

Islam, J. U. y Rahman, Z. (2016). The transpiring journey of customer engagement research in marketing: A systematic review of the past decade. Management Decision, 54(8), 2008-2034. https://doi.org/10.1108/MD-01-2016-0028

Jaakkola, E. y Alexander, M. (2014). The role of customer engagement behavior in value co-creation: A service system perspective. Journal of Service Research, 17(3), 247-261. https://doi.org/10.1177/1094670514529187

Jacomy, M., Venturini, T., Heymann, S. y Bastian, M. (2014). ForceAtlas2, a continuous graph layout algorithm for handy network visualization designed for the Gephi software. PloS One, 9(6), e98679. https://doi.org/10.1371/journal.pone.0098679

Jahn, B. y Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361. https://doi.org/10.1108/09564231211248444

Kaplan, A. M. y Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003

Kietzmann, J. H., Hermkens, K., McCarthy, I. P. y Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005

Kleinaltenkamp, M., Karpen, I. O., Plewa, C., Jaakkola, E. y Conduit, J. (2019). Collective engagement in organizational settings. Industrial Marketing Management, 80, 11-23. https://doi.org/10.1016/j.indmarman.2019.02.009

Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T. y Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297-310. https://doi.org/10.1177/1094670510375602

Kumar, V. y Pansari, A. (2016). Competitive advantage through engagement. JMR, Journal of Marketing Research, 53(4), 497-514. https://doi.org/10.1509/jmr.15.0044

Kuntner, T. y Teichert, T. (2016). The scope of price promotion research: An informetric study. Journal of Business Research, 69(8), 2687-2696. https://doi.org/10.1016/j.jbusres.2015.11.004

Landinez, D. A., Robledo Giraldo, S., & Montoya Londoño, D. M. (2019). Executive Function performance in patients with obesity: A systematic review. Psychologia, 13(2), 121-134. https://doi.org/10.21500/19002386.4230

Lee, S. y Bozeman, B. (2005). The Impact of research collaboration on scientific productivity. Social studies of science, 35(5), 673-702. https://doi.org/10.1177/0306312705052359

Mangold, W. G. y Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002

Marbach, J., Lages, C., Nunan, D. y Ekinci, Y. (2019). Consumer engagement in online brand communities: The moderating role of personal values. European Journal of Marketing, 53(9), 1671-1700. https://doi.org/10.1108/EJM-10-2017-0721

Marketing Science Institute (2020). Research Priorities 2020-2022. https://www.msi.org/research/

Mollen, A. y Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10), 919-925. https://doi.org/10.1016/j.jbusres.2009.05.014

Monferrer, D., Moliner, M. A. y Estrada, M. (2019). Increasing customer loyalty through customer engagement in the retail banking industry. Spanish Journal of Marketing - ESIC, 23(3), 461-484. https://doi.org/10.1108/SJME-07-2019-0042

Morgan, R. M. y Hunt, S. D. (1994). The Commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.2307/1252308

Muniz, A. M. y O’Guinn, T. C. (2001). Brand community. The Journal of Consumer Research, 27(4), 412-432. https://doi.org/10.1086/319618

Ohri, A. (2012). R for Business Analytics. Springer Science y Business Media. https://play.google.com/store/books/details?id=D2Su4qomE4sC

Page, L., Brin, S., Motwani, R. y Winograd, T. (1999). The PageRank Citation Ranking: Bringing order to the web. http://ilpubs.stanford.edu:8090/422/1/1999-66.pdf

Pan, H. (2020). Consumer engagement in online brand communities: Community values, brand symbolism and social strategies. Interdisciplinary Journal of Information, Knowledge, and Management, 15, 065-090. https://doi.org/10.28945/4536

Pansari, A. y Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311. https://doi.org/10.1007/s11747-016-0485-6

Parrish, B., Heptonstall, P., Gross, R. y Sovacool, B. K. (2020). A systematic review of motivations, enablers and barriers for con-sumer engagement with residential demand response. Energy Policy, 138, 111221. https://doi.org/10.1016/j.enpol.2019.111221

Payne, A. F., Storbacka, K. y Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96. https://doi.org/10.1007/s11747-007-0070-0

Pletikosa-Cvijikj, I. y Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861. https://doi.org/10.1007/s13278-013-0098-8

Queiroz, M. M., & Fosso Wamba, S. (2021). A structured literature review on the interplay between emerging technologies and COVID-19 - insights and directions to operations fields. Annals of Operations Research, 1-27. https://doi.org/10.1007/s10479-021-04107-y

Prahalad, C. K. y Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. https://doi.org/10.1002/dir.20015

Ramos-Enríquez, V., Duque, P. y Salazar, J. A. V. (2021). Responsabilidad social corporativa y emprendimiento: evolución y tendencias de investigación. Desarrollo Gerencial, 13(1), 1-34. https://doi.org/10.17081/dege.13.1.4210

Rosado-Pinto, F. y Loureiro, S. M. C. (2020). The growing complexity of customer engagement: A systematic review. EuroMed Journal of Business, 15(2), 167-203. https://doi.org/10.1108/EMJB-10-2019-0126

Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272. https://doi.org/10.1108/00251741211203551

Sawhney, M., Verona, G. y Prandelli, E. (2005). Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4-17. https://doi.org/10.1002/dir.20046

Secinaro, S., Francesca, D. M., Brescia, V., & Calandra, D. (2021). Blockchain in the accounting, auditing and accountability fields: a bibliometric and coding analysis. Accounting, Auditing & Accountability Journal, ahead-of-print(ahead-of-print). https://doi.org/10.1108/AAAJ-10-2020-4987

Schau, H. J., Muñiz, A. M. y Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51. https://doi.org/10.1509/jmkg.73.5.30

Shafique, M. (2013). Thinking inside the box? Intellectual structure of the knowledge base of innovation research (1988-2008): Intellectual structure of innovation research (1988-2008). Strategic Management Journal, 34(1), 62-93. https://doi.org/10.1002/smj.2002

Shin, H., Perdue, R. R. y Pandelaere, M. (2020). Managing customer reviews for value co-creation: An empowerment theory perspective. Journal of Travel Research, 59(5), 792-810. https://doi.org/10.1177/0047287519867138

Small, H. (1973). Co-citation in the scientific literature: A new measure of the relationship between two documents. Journal of the American Society for Information Science, 24(4), 265-269. https://doi.org/10.1002/asi.4630240406

So, K. K. F., King, C. y Sparks, B. (2012). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality y Tourism Research, 38(3), 304-329. https://doi.org/10.1177/1096348012451456

So, K. K. F., King, C., Sparks, B. A. y Wang, Y. (2014). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64-78. https://doi.org/10.1177/0047287514541008

Tani, M., Papaluca, O., & Sasso, P. (2018). The System Thinking Perspective in the Open-Innovation Research: A Systematic Review. Journal of Open Innovation: Technology, Market, and Complexity, 4(3), 38. https://doi.org/10.3390/joitmc4030038

Touni, R., Kim, W. G., Choi, H.-M. y Ali, M. A. (2020). Antecedents and an outcome of customer engagement with hotel brand community on Facebook. Journal of Hospitality y Tourism Research, 44(2), 278-299. https://doi.org/10.1177/1096348019895555

Trejos-Salazar, D. F., Duque, P. L., Montoya, L. A., & Montoya, I. A. (2021). Neuroeconomía: una revisión basada en técnicas de mapeo científico. REVISTA DE INVESTIGACIÓN, DESARROLLO E INNOVACIÓN, 11(2), 243-260. < https://doi.org/10.19053/20278306.v11.n2.2021.12754

Vallaster, C., Kraus, S., Merigó, J. M. y Nielsen, A. (2019). Ethics and entrepreneurship: A bibliometric study and literature review. Journal of Business Research, 99, 226-237. https://doi.org/10.1016/j.jbusres.2019.02.050

Vander-Schee, B. A., Peltier, J. y Dahl, A. J. (2020). Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: Current research and future directions. Journal of Research in Interactive Marketing, 14(2), 239-268. https://doi.org/10.1108/JRIM-01-2020-0010

van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. y Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. https://doi.org/10.1177/1094670510375599

Vargo, S. L. y Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036

Vargo, S. L. y Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5-23. https://doi.org/10.1007/s11747-015-0456-3

Verhoef, P. C., Reinartz, W. J. y Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247-252. https://doi.org/10.1177/1094670510375461

Verleye, K., Gemmel, P. y Rangarajan, D. (2014). Managing engagement behaviors in a network of customers and stakeholders: Evidence from the nursing home sector. Journal of Service Research, 17(1), 68-84. https://doi.org/10.1177/1094670513494015

Vivek, S. D., Beatty, S. E. y Morgan, R. M. (2014). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146. https://doi.org/10.2753/MTP1069-6679200201

Wallis, W. D. (2007). A beginner’s guide to graph theory. https://doi.org/10.1007/978-0-8176-4580-9

Wang, T. y Lee, F.-Y. (2020). Examining customer engagement and brand intimacy in social media context. Journal of Retailing and Consumer Services, 54, 102035. https://doi.org/10.1016/j.jretconser.2020.102035

Wasserman, S. y Faust, K. (1994). Social network analysis: Methods and applications. Cambridge University Press. https://books.google.com/books/about/Social_Network_Analysis.html?hl=yid=CAm2DpIqRUIC

White, H. D. (2003). Pathfinder networks and author cocitation analysis: A remapping of paradigmatic information scientists. Journal of the American Society for Information Science, 54(5), 423-434. https://doi.org/10.1002/asi.10228

Yan, E., Ding, Y. y Sugimoto, C. R. (2010). P-Rank: An indicator measuring prestige in heterogeneous scholarly networks. Journal of the American Society for Information Science, 56. https://doi.org/10.1002/asi.21461

Yang, S., Keller, F. B. y Zheng, L. (2016). Social network analysis: Methods and examples. SAGE Publications. https://books.google.com/books/about/Social_Network_Analysis.html?hl=yid=2ZNlDQAAQBAJ

Ye, N., Kueh, T.-B., Hou, L., Liu, Y. y Yu, H. (2020). A bibliometric analysis of corporate social responsibility in sustainable development. Journal of Cleaner Production, 272, 122679. https://doi.org/10.1016/j.jclepro.2020.122679

Zeithaml, V. A., Berry, L. L. y Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31. https://doi.org/10.2307/1251929

Zhu, J. y Liu, W. (2020). A tale of two databases: The use of Web of Science and Scopus in academic papers. Scientometrics, 123(1), 321-335. https://doi.org/10.1007/s11192-020-03387-8

Zupic, I. y Čater, T. (2015). Bibliometric methods in management and organization. Organizational Research Methods, 18(3), 429-472. https://doi.org/10.1177/1094428114562629