Understanding Customer Confusion in the Marketplace – A Systematic Literature Review
DOI:
https://doi.org/10.17010/ijom/2024/v54/i12/174656Keywords:
customer confusion
, consumer confusion, systematic literature review, ADO-TCM framework.Paper Submission Date
, May 14, 2024, Paper sent back for Revision, July 15, Paper Acceptance Date, September 5, Paper Published Online, December 15, 2024Abstract
Purpose : Customers typically experience uncertainty, a lack of clarity, and confusion as a result of the exponential increase in information, products/services, and touchpoints in today’s quickly changing marketplace. The purchase experience of clients has been greatly impacted by customer confusion, so marketers must solve this issue. Therefore, this analysis offered a thorough grasp of the phenomena by methodically reviewing the body of literature already available on consumer uncertainty.
Methodology : The study examined 110 research studies from 1966 (since its beginning) to July 2024 using Scopus and the Web of Science. It used a framework based on the antecedents, decisions, and outcomes — theories, contexts, and methods (ADO-TCM) to give a thorough knowledge of consumer uncertainty in the marketplace.
Findings : The review presented the antecedents, decisions, outcomes, theories, contexts, and methods relevant to exploring customer confusion and proposed future research directions.
Practical Implications : The literature review provided implications for marketers, brands, and retailers. It offered practical insights to reduce customer confusion in the marketplace.
Originality/Value : The literature review adopted an ADO-TCM framework-based approach to structure the review findings.
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