The evolution into customer 4.0: A systematic literature review

As markets evolved into a globalized system, customers changed their behavior. Organizations must adapt their customer relationship management in the context of evolving expectations. This research aims to provide a systematic literature review of the evolution of customer concepts, focusing on Customer 4.0, in the digital era. It also identifies the main characteristics of customer 4.0, and which gaps and opportunities exist in the current literature on this topic.