TWO DECADES OF PERCEIVED VALUE RESEARCH IN MARKETING: A BIBLIOMETRICE ANALYSIS OF TRENDS, THEMES, AND INTELLECTUAL STRUCTURE (2000-2025)

Abstract

This study maps two decades (2000–2025) of customer perceived value (CPV) research in marketing to identify publication trends, intellectual structures, and emerging research fronts. Using a dual-source dataset from Dimensions.ai and Google Scholar (via Publish or Perish), this study employs three bibliometric lenses: keyword co-occurrence, source co-citation, and document bibliographic coupling. Data were processed using VOSviewer to visualize thematic clusters and evolutionary trajectories. The analysis reveals a robust intellectual backbone linking value to satisfaction and loyalty. Four dominant thematic clusters emerged: (1) the value–satisfaction–loyalty chain, (2) utilitarian versus hedonic experiential value, (3) green perceived value and ESG, and (4) digital/platform-mediated commerce. While the classic dimensional architecture (functional, social, and emotional) remains foundational, research is rapidly shifting toward live-streaming commerce, sustainability, and platform services. By triangulating two open-access databases, this review provides a more comprehensive coverage of the CPV landscape than single-source studies. It offers transparent node/edge data to support replicability and presents a prioritized research agenda for perceived value landscape evolving digital and sustainable marketing contexts  Bibliometric analysis, VOSviewer, Value dimensions