PROBLEM AREA DIFFERENCES IN THE CONCEPTS OF CUSTOMER CENTRICITY AND CUSTOMER ORIENTATION

In recent years, business literature has shifted its focus from customer to centricity, which is positioned as a fundamentally new concept, paradigm of doing business. The purpose this article understand the correlation these concepts for correct interpretation latter. A review scientific using built-in analysis option SCOPUS.com showed that main components concept (definition, genesis, prerequisites, consequences, differences other concepts, positives, barriers, etc.) were developed long ago - at beginning 21st century. To increase validity and remove bias in distinctive features conceptual computer 2 arrays information was carried out: titles abstracts 270 publications published SCOPUS scientometric database with keyword "customer focus" 460 centricity". sample comprised 5,856 one possible terms describing attitude towards client (orientation, focus, focus) title or abstract. text processed WordStat 2023.0.1, special module by Provalis Research (Canada). conducted help software allowed establish list words are most often found periodicals (articles abstracts) included relevant sample; phrases leading topics considered within formed samples (6 characterise problem field research 10 on centricity). objective data obtained proves while level there an identity top clear shift marketing issues (customer satisfaction, relations, requirements, customer-centric service, experience, relationship management, etc.). addition traditional aspects relations), described centricity making right decisions all links supply chain, problems developing appropriate systems technologies, creating social networks, tools empathy customer, predicting his her behaviour basis real centricity. It also recognised priority development products services such areas energy saving electric vehicles. Thus, product allows interpret qualitatively orientation implies extension concept's scope processes model, acquisition organisations status "customer-oriented"; recognition important, central figure driving force development.