Computer-Assisted Concept Analysis of Customer Centricity: A Review of the Literature on Employee Engagement, Culture, Leadership, and Identity Co-Creation

Customer centricity requires having customers at the core of corporate organizational process. Yet, relationship marketing scholarships have not developed a clear understanding how culture, leadership, and identity may allow establishment customer within organization. To this aim, we computer-assisted concept analysis term in two disciplines that are marketing: business psychology. Specifically, conducted our review sample abstracts over 1200 peer-reviewed journals Business Source Premier Database 2500 publications Psychology Info database use “customer centricity” together with terms “organizational identity”, leadership”, culture”, “employee engagement”. Our allowed us to identify four main open debates scholars practitioners working on contribute advance literature employee training balanced centricity; industries either best or worst practices; reinvention social aspects consumer centricity. These areas presented considering they might inspire future studies field.