Customer Orientation and Digital Marketing Performance in the Culinary Industry: A Systematic Literature Review and Bibliometric Analysis
Keywords:
customer orientation, digital marketing performance, culinary industry, bibliometric analysis, customer engagementAbstract
This study examines the historical development of customer orientation research and its contribution to digital marketing performance in the culinary industry. To provide a comprehensive understanding of conceptual evolution, research trends, and future directions, the study employs a Systematic Literature Review (SLR), Historical Literature Review, and bibliometric analysis. The literature selection process followed the PRISMA framework using publications indexed in the Scopus database. Through the stages of identification, screening, eligibility, and inclusion, 25 relevant articles were selected for analysis. Bibliometric analysis was conducted using Bibliometrix through Biblioshiny, while research mapping was performed using VOSviewer through co-occurrence, network, overlay, and density visualizations. The findings indicate that customer orientation has evolved from a traditional market orientation perspective into a broader customer-centric approach closely linked to digital transformation. The bibliometric analysis identified major research themes, including customer orientation, market orientation, digital marketing, customer engagement, innovation, digital transformation, and SME performance. Historical analysis reveals a shift in research emphasis from organizational performance and customer satisfaction toward the application of digital technologies, artificial intelligence, big data analytics, and personalized marketing to improve customer experiences. The literature synthesis demonstrates that customer orientation positively contributes to digital marketing performance by enhancing customer engagement, customer loyalty, brand awareness, customer experience, and the effectiveness of digital marketing strategies. Furthermore, the study identifies several research gaps, particularly regarding the integration of customer orientation with artificial intelligence, predictive analytics, and personalized marketing practices within the culinary sector. These findings contribute to the theoretical understanding of customer orientation’s evolution and provide practical insights for culinary businesses seeking to develop sustainable, customer-centered digital marketing strategies in an increasingly competitive digital environment.
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