Mapping Consumer Stickiness: A SPAR-4-SLR Protocol Compliant Review and Future Directions

In an era where customer retention and engagement are paramount for business success, consumer stickiness has emerged as a critical yet underexplored concept in marketing and consumer behavior research. The primary objective of this study is to conduct a systematic literature review to consolidate knowledge on consumer stickiness to offer an integrative framework and propose future research paths. To achieve this, the SPAR-4-SLR methodology, along with TCCM and bibliometric techniques, was used to analyze 46 studies from Web of Science and Scopus, identifying key advancements and research gaps in the field from 2002 to 2024. The study highlights a rising academic interest in consumer stickiness, identifying key contributors, influential publications, and thematic research clusters. The proposed integrative model consolidates frameworks and constructs used in studying consumer stickiness, revealing user engagement, functionality, and information quality as key drivers of satisfaction and continuance intention. The findings provide valuable insights for businesses to enhance retention, product development, engagement, and competitiveness through stickiness factors, while also offering implications for academics and practitioners to address research gaps and tailor user experiences. The review calls for further research on stickiness in consumer behavior and its impact on product innovation and marketing strategies, proposing future directions to deepen the understanding of increasing consumer stickiness.