The Relationship Between Sustainable Logistics and Customer Experience - The Study of the Current Situation

Purpose: The aim of the study is to identify the current state of the related research in which elements of sustainable, green logistics and marketing management are integrated. In marketing, it refers, in particular, to issues related to Customer Experience. The aim of the study is to assess the size and importance of the current set of publications and identify the most frequently undertaken research problems. Design/Methodology/Approach: The work uses the method of Systematic Literature Review (SLR) applying a four-stage model of research activities, taking into account bibliometric analysis – analysis of the number of publications and citations, and classification of publications to specific categories of research works - and content analysis relating to the recognition of undertaken research problems in selected most frequently cited publications from a separate set of scientific publications. Findings: The research area in the scope of research activities in which the concepts of marketing management and sustainable logistics are integrated is in the phase of dynamic growth - the first results of research in this area have already been implemented and their results constitute a prerequisite for further research work. The undertaken research problems can be classified into the category of research, i.e., Cluster 1 (circular approach), Cluster 2 (environmental approach), Cluster 3 (sustainable consumption approach), Cluster 4 (supply chain management), Cluster 5 (green supply chain and quality issues). Practical Implications: For each of the identified research categories, a set of elements related to marketing has been specified. They are taken into account in the implementation of specific goals of sustainable logistics, including, Relationship Marketing, Customer Relationship Management, B2B marketing, Customer behavior, Customer satisfaction, Customer loyalty, Consumer value, Customer collaboration, Customer segmentation, Internal marketing, Pricing policies, Sustainable marketing, Green marketing. Originality/Value: The work compiles a set of interdisciplinary works, the results of which both contribute to the area of logistics management and determine the basis for marketing management. The classification of problems in which the elements of logistics and marketing management are integrated was made. A set of individual problems was identified, indicating a reference to the works in which the concepts of their solutions were presented.