Customer Loyalty to Bank Services: The Bibliometric Analysis

Abstract

Systematisation of literary sources on and approaches tosolving the problem of enhancingcustomer loyalty indicated that scholars had contributed significantly toenriching the scientific research aimed at ensuring the effective long-term consumer interaction. Accordingly,the current paper aimsat conducting the bibliometric analysis ofpublicationson customer loyalty to banks institutions. The object of research is the scientific documents published in the biggest abstract database Scopus. The paper follows in the next logical sequence. Firstly, the authors searchscientific studies indexed by Scopus database from 2000 to 2019 in the domainof customer loyalty. The document search was conducted in the following areas: the article title, abstract and keywords. Herewith, the combinations of keywords included: bank and customer; bank and loyalty, bank reputation and loyalty; bank confidence and loyalty; bank trust and loyalty; bank and customer; bank and communication strategy. With the irrelevant documents excepted and the duplicate oneseliminated, the determinate sample of documents investigated amounted for2752 items. Secondly, the selected papers were visualised with VOSviewer software to build the network maps displaying the relationships amongthe keywords. Thus, the obtained results allowed describing the main directions in the scientific treatise on customer loyalty to banking as well as highlighting the scientific schools interested in exploring the investigated theme. The authors noted that the findings might be the base for future investigation on developing the communication strategies to increase customer loyalty to bank institutions.