Data driven approaches for customer centric and service dominant value propositions: A systematic literature review

Novel marketing theories that focus on service dominant approaches require to deeply consider customer specifications and needs within using products and services by customers. In this way, data driven approaches that focus on analyzing customer behavior are critically important to realize service dominant logic of marketing. Although previous studies have proposed different approaches to enhance dynamic and customer centric value propositions, there is not a comprehensive view on data-driven approaches that can be used within this context. The main research question that is addressed in this paper is "what are the data-driven approaches, concepts, and practical domains that are addressed for customer centric value propositions to enable service ecosystems to co-create value with customers”. To answer this research question, a systematic literature review is conducted. Based on the relevant evidence extracted from 124 papers, the approaches, core concepts, and key practical domains of customer centric value propositions are described. The paper aims to systematically bridge between prescriptive approaches and tools that have emerged in the field of data analytics and descriptive concepts that have introduced by novel marketing theories.