Customer value in retailing (2000-2020): A narrative review and future research directions

The purpose of this paper is to synthesize and categorize the literature on customer value in retailing through a narrative review of literature by segregating and arranging the accrued knowledge into a thematic framework. The 27 papers extracted were selected from indexed databases through a systematic multi-stage process by applying exclusion and inclusion criteria. The theoretical perspectives adopted in the studies were summarized and the findings from these studies were then categorized and classified and emergent themes were discussed to draw future research directions. The classification framework adopted consisted of the themes of “Theoretical perspectives”, “Dimensions of Customer Value”, “Antecedents, and Outcomes of Customer Value”. The conclusions are drawn and future research directions have been proposed.