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Bilro, R. G., Loureiro, S. M. C. & Souto, P. (2023). A systematic review of customer behavior in business-to-business markets and agenda for future research. Journal of Business and Industrial Marketing. 38 (13), 122-142

R. J. Bilro et al.,  "A systematic review of customer behavior in business-to-business markets and agenda for future research", in Journal of Business and Industrial Marketing, vol. 38, no. 13, pp. 122-142, 2023

@article{bilro2023_1732206025959,
	author = "Bilro, R. G. and Loureiro, S. M. C. and Souto, P.",
	title = "A systematic review of customer behavior in business-to-business markets and agenda for future research",
	journal = "Journal of Business and Industrial Marketing",
	year = "2023",
	volume = "38",
	number = "13",
	doi = "10.1108/JBIM-07-2022-0313",
	pages = "122-142",
	url = "https://www.emerald.com/insight/content/doi/10.1108/JBIM-07-2022-0313/full/html"
}

TY  - JOUR
TI  - A systematic review of customer behavior in business-to-business markets and agenda for future research
T2  - Journal of Business and Industrial Marketing
VL  - 38
IS  - 13
AU  - Bilro, R. G.
AU  - Loureiro, S. M. C.
AU  - Souto, P.
PY  - 2023
SP  - 122-142
SN  - 0885-8624
DO  - 10.1108/JBIM-07-2022-0313
UR  - https://www.emerald.com/insight/content/doi/10.1108/JBIM-07-2022-0313/full/html
AB  - Purpose
The purpose of this paper is to offer a comprehensive overview of current research on customer behavior in the business-to-business (B2B) context and propose a research agenda for future studies. Despite being a relatively recent area of interest for academics and practitioners, a literature review that synthesizes existing knowledge into coherent topics and outlines a research agenda for future research is still lacking.
Design/methodology/approach
Drawing on a systematic literature review of 219 papers and using a text-mining approach based on the Latent Dirichlet Allocation algorithm, this paper enhances the existing knowledge of B2B customer behavior and provides a descriptive analysis of the literature.
Findings
From this review, ten major research topics are found and analyzed. These topics were analyzed through the lens of the Theory, Context, Characteristics and Method framework, providing a summary of key findings from prior studies. Additionally, an integrative framework was developed, offering insights into future research directions.
Originality/value
This study presents a novel contribution to the field of B2B by providing a systematic review of the topic of customer behavior, filling a gap in the literature and offering a valuable resource for scholars and managers seeking to advance the field.
ER  -