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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| Format: | Article |
| Language: | English |
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The Management Institute, Faculty of Economics, Universitas Andalas
2025-06-01
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| Series: | AMAR (Andalas Management Review) |
| Subjects: | |
| Online Access: | http://amareview.fekon.unand.ac.id/index.php/amar/article/view/212 |
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| _version_ | 1839648535492952064 |
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| author | Rizka Zulfikar Nanang Suryadi Yuditha Valen Prasarry |
| author_facet | Rizka Zulfikar Nanang Suryadi Yuditha Valen Prasarry |
| author_sort | Rizka Zulfikar |
| collection | DOAJ |
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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 literature analysis to identify key trends, dominant research themes, and gaps in the literature. The article selection process was carried out using the PRISMA method with keywords such as "technology adoption," "digital marketing," and "customer experience,". The bibliometric process was carried out using bibliometric analysis tools such as Biblioshiny-R. The results showed that technologies such as artificial intelligence (AI), big data analytics, and the Internet of Things (IoT) have a significant role in improving personalization and marketing efficiency, while creating a more immersive and satisfying customer experience. The study identified patterns of author networks, leading journals, as well as research trends that focus on the integration of technology in customer experience design. These findings make a theoretical contribution by strengthening the understanding of the relationship between technology adoption and customer experience, as well as practical implications for companies in developing technology-based marketing strategies.
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| format | Article |
| id | doaj-art-83ec069c1e084d6f94dd5835a7726dba |
| institution | Matheson Library |
| issn | 2476-9282 2548-155X |
| language | English |
| publishDate | 2025-06-01 |
| publisher | The Management Institute, Faculty of Economics, Universitas Andalas |
| record_format | Article |
| series | AMAR (Andalas Management Review) |
| spelling | doaj-art-83ec069c1e084d6f94dd5835a7726dba2025-06-28T16:10:07ZengThe Management Institute, Faculty of Economics, Universitas AndalasAMAR (Andalas Management Review)2476-92822548-155X2025-06-019110.25077/amar.9.1.36-46.2025Customer-Centric Technology: A Science Mapping of Marketing TransformationRizka Zulfikar0Nanang Suryadi1Yuditha Valen Prasarry2Islamic University Of KalimantanBrawijaya UniversityUniversitas Bina Nusantara Jakarta 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 literature analysis to identify key trends, dominant research themes, and gaps in the literature. The article selection process was carried out using the PRISMA method with keywords such as "technology adoption," "digital marketing," and "customer experience,". The bibliometric process was carried out using bibliometric analysis tools such as Biblioshiny-R. The results showed that technologies such as artificial intelligence (AI), big data analytics, and the Internet of Things (IoT) have a significant role in improving personalization and marketing efficiency, while creating a more immersive and satisfying customer experience. The study identified patterns of author networks, leading journals, as well as research trends that focus on the integration of technology in customer experience design. These findings make a theoretical contribution by strengthening the understanding of the relationship between technology adoption and customer experience, as well as practical implications for companies in developing technology-based marketing strategies. http://amareview.fekon.unand.ac.id/index.php/amar/article/view/212marketingtechnology adoptioncustomer experienceartificial technologyinternet of things |
| spellingShingle | Rizka Zulfikar Nanang Suryadi Yuditha Valen Prasarry Customer-Centric Technology: A Science Mapping of Marketing Transformation AMAR (Andalas Management Review) marketing technology adoption customer experience artificial technology internet of things |
| title | Customer-Centric Technology: A Science Mapping of Marketing Transformation |
| title_full | Customer-Centric Technology: A Science Mapping of Marketing Transformation |
| title_fullStr | Customer-Centric Technology: A Science Mapping of Marketing Transformation |
| title_full_unstemmed | Customer-Centric Technology: A Science Mapping of Marketing Transformation |
| title_short | Customer-Centric Technology: A Science Mapping of Marketing Transformation |
| title_sort | customer centric technology a science mapping of marketing transformation |
| topic | marketing technology adoption customer experience artificial technology internet of things |
| url | http://amareview.fekon.unand.ac.id/index.php/amar/article/view/212 |
| work_keys_str_mv | AT rizkazulfikar customercentrictechnologyasciencemappingofmarketingtransformation AT nanangsuryadi customercentrictechnologyasciencemappingofmarketingtransformation AT yudithavalenprasarry customercentrictechnologyasciencemappingofmarketingtransformation |