A Systematic Review and Thematic Synthesis of the 4Cs Marketing Framework, Perceived Value, and Customer Satisfaction

Kun Xu; Siti Zubaidah Mohd Ariffin; Nor Sa'adah Jamaluddin; Na Li

doi:10.56868/jadhur.v5i2.350

Authors

Kun Xu Faculty of Management and Economics, Universiti Pendidikan Sultan Idris, Perak, 35900, Malaysia
Siti Zubaidah Mohd Ariffin Faculty of Management and Economics, Universiti Pendidikan Sultan Idris, Perak, 35900, Malaysia
Nor Sa'adah Jamaluddin Faculty of Management and Economics, Universiti Pendidikan Sultan Idris, Perak, 35900, Malaysia
Na Li Faculty of Management and Economics, Universiti Pendidikan Sultan Idris, Perak, 35900, Malaysia

DOI:

https://doi.org/10.56868/jadhur.v5i2.350

Keywords:

4Cs Marketing, Customer Need Fulfilment, Perceived Value, Customer Satisfaction, Customer-Centered Marketing, Systematic Literature Review

Abstract

Digital transformation has made customer-centered marketing strategies more important for shaping perceived value and customer satisfaction. This study reviews empirical evidence on how the 4Cs marketing factors customer need fulfilment, Cost, Convenience, and Communication relate to perceived value and customer satisfaction. Using PRISMA 2020 guidelines, the author identified peer-reviewed empirical studies published in English from 2010 to 2025 through Scopus. After screening and assessing eligibility, the author included 27 studies in the qualitative thematic synthesis. The findings show that the four 4Cs dimensions generally relate to perceived value and customer satisfaction, although the strength and nature of these associations vary across industries, market contexts, and construct operationalizations. Perceived value consistently correlates with customer satisfaction. Nevertheless, direct empirical evidence supporting its mediating role is limited, as several studies investigate only individual components of the proposed pathway. This review synthesizes fragmented evidence into a 4Cs–perceived value–customer satisfaction framework, differentiates directly tested mediation from component-path evidence, and highlights significant theoretical, methodological, and contextual gaps for future research.

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