Evolution and integration in customer knowledge management: a twenty-four-year review through the TCCM lens

Abstract

Although scholarly interest in Customer Knowledge Management (CKM) has expanded significantly over the past two decades, comprehensive reviews of the field remain scarce. This study addresses that gap by conducting a 24-year review (2001–2024) of 298 peer-reviewed journal articles, integrating bibliometric analysis with the Theory–Context–Characteristics–Methods (TCCM) framework to systematically map the CKM literature. The originality in the study’s contribution lies in its identification of a critical tension shaping the discipline’s trajectory: while foundational theories like Knowledge Management and Customer Relationship Management historically dominate the literature by volume, the field’s strategic future is defined by emergent, technology-centric frameworks (e.g. AI-enabled, dynamic capability-based) that currently represent a significant research gap. Our analysis reveals three distinct evolutionary phases: an initial digital integration phase (2001–2009); a second phase centered on e-commerce and personalization (2010–2015); and a third phase (2016–2024) characterized by the necessity for contextual adaptability and the integration of advanced technologies like AI and big data. This review provides a comprehensive synthesis of the CKM landscape, clarifies its theoretical underpinnings, and offers a forward-looking roadmap that aligns future research with technological advancements and the critical need for industry-specific strategies.