Customer Value in Retailing: A Comprehensive and Narrative Evaluation for Future Research Directions

Resumen

In order to synthesise the literature on customer value in retailing, this study will conduct a
narrative evaluation of the relevant literature. It will then separate and organise the resulting
information into a thematic framework. The 27 publications that were extracted were chosen
using a methodical, multi-stage approach that included the application of exclusion and
inclusion criteria. Theoretical stances used in the investigations were presented, followed by
classification and categorization of study results and discussion of emerging themes to
determine future research directions. The "Theoretical viewpoints," "Dimensions of
Customer Value," and "Antecedents and Outcomes of Customer Value" themes made up the
classification framework that was used. Future research directions have been suggested in
addition to the conclusions reached.