Purpose – Despite the growing number of publications in the field of B2B buying behaviour and customer service value, the existing research remains fragmented and lacks a cohesive framework for understanding these interrelated domains. The primary aim of this research is to conduct a systematic literature review of B2B buying behaviour and customer service value over the past twenty years. Design/methodology/approach – Utilising bibliometric tools SciMAT and VOSviewer, authors analyse the performance and evolution of these themes in the B2B context. Findings – The results offer a framework for pinpointing research needs for both academia and industry, highlighting thematic areas that have received varying degrees of attention, and providing a roadmap for future research by assessing the status of the domain. Practical implications – Based on the evolution map presented and looking to the future, authors recommend that scholars examine four areas of research: sales innovation, smart technologies, alliances and markets and, online buying, which offer opportunities for further exploration. Originality/value – This approach provides a framework for establishing research needs for academia and industry, identifying areas that have had less or even more focus in recent years to provide a roadmap for future research, and analysing and identifying the status of the domain. Keywords – Bibliometric analysis, Business-to-business (B2B), Buying behaviour, Customer service value, SciMAT, VOSviewer Paper type – Research article