Transactional Marketing: Impact And Interjections on Customer Experience

Abstract

The purpose of this paper is to provide a detailed description of the fundamental characteristics of the global scientific production related to transactional marketing and customer experience in the fields of management, business and accounting. This analysis is based on the quantitative evolution of the publications, the methodological approaches used, the units of study, the thematic clusters identified, the countries of origin, the prominent authors and the scientific journals that have published papers related to this topic. The methodology adopted is framed within a descriptive and reflexive documentary approach to the literature, which is based on the review of scientific documents indexed in Elsevier's Scopus and makes use of the VOSviewer software. The selection of texts was made following specific criteria, including key terms such as "transactional marketing" and "customer experience", as well as the limitation to the field of "Business, Management and Accounting". In addition, a specific period was considered, covering the years 2018 to 2022.