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Customer Centricity, Customer�centric Approach & Consumer-centric Marketing: Past & Present

Year: 2025

Type: article

Abstract: This paper explains the past and present of Customer-centric concepts (Customer, Consumer, Centric, Centric approach, and Centric marketing). The discussion is carried out by studying the development of the idea published in the indexed journal PROQUEST from 2013-2023. Customer-centricity has evolved from simple customer focus to comprehensive consumer-centric marketing approaches. By examining how these approaches are defined, applied, and adapted in modern business, this article outlines the journey of customer centricity from a reactive strategy to an organization-wide commitment that places customer value at the core of business operations. In conclusion, the article highlights both the unique contributions and the converging trends among these approaches, suggesting a path forward for customer-centric practices in the evolving field of marketing.

Source: Journal Of Communication Education

DOI: 10.58217/joce-ip.v19i1.452

Authors: BONAR BANGUN JEPPRI NAPITUPULU, Nanang Suryadi

Institutions: University of Brawijaya, Universitas Insan Pembangunan Indonesia

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4408537087

FWCI:

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