“Insights from B2B buying behaviour and customer service value trends: a systematic review”
Estrella Diaz, Rocío Carranza Vallejo, David Martín-Consuegra Navarro, Carlos Sánchez-CamachoPurpose
Despite the growing number of publications in the field of B2B buying behaviour and customer service value, the existing research remains fragmented and lacks a cohesive framework for understanding these interrelated domains. The primary aim of this research is to conduct a systematic literature review of B2B buying behaviour and customer service value over the past twenty years.
Design/methodology/approach
Utilising bibliometric tools SciMAT and VOSviewer, authors analyse the performance and evolution of these themes in the B2B context.
Findings
The results offer a framework for pinpointing research needs for both academia and industry, highlighting thematic areas that have received varying degrees of attention, and providing a roadmap for future research by assessing the status of the domain.
Practical implications
Based on the evolution map presented and looking to the future, authors recommend that scholars examine four areas of research: sales innovation, smart technologies, alliances and markets and, online buying, which offer opportunities for further exploration.
Originality/value
This approach provides a framework for establishing research needs for academia and industry, identifying areas that have had less or even more focus in recent years to provide a roadmap for future research, and analysing and identifying the status of the domain.