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Customer Loyalty to Bank Services: The Bibliometric Analysis

Author

Listed:
  • Oleksii Dubina

    (Sumy State University, Sumy, Ukraine)

  • Yana Us

    (Sumy State University, Sumy, Ukraine)

  • Tetyana Pimonenko

    (Sumy State University, Sumy, Ukraine)

  • Oleksii Lyulyov

    (Sumy State University, Sumy, Ukraine)

Abstract

Systematisation of literary sources on and approaches to solving the problem of enhancing customer loyalty indicated that scholars had contributed significantly to enriching the scientific research aimed at ensuring the effective long-term consumer interaction. Accordingly, the current paper aims at conducting the bibliometric analysis of publications on 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 search scientific studies indexed by Scopus database from 2000 to 2019 in the domain of 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 ones eliminated, the determinate sample of documents investigated amounted for 2752 items. Secondly, the selected papers were visualised with VOSviewer software to build the network maps displaying the relationships among the 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.

Suggested Citation

  • Oleksii Dubina & Yana Us & Tetyana Pimonenko & Oleksii Lyulyov, 2020. "Customer Loyalty to Bank Services: The Bibliometric Analysis," Virtual Economics, The London Academy of Science and Business, vol. 3(3), pages 53-66, July.
    • Handle: RePEc:aid:journl:v:3:y:2020:i:3:p:53-66
    DOI: 10.34021/ve.2020.03.03(3)
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    References listed on IDEAS

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    1. Jones, Michael A. & Mothersbaugh, David L. & Beatty, Sharon E., 2002. "Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes," Journal of Business Research, Elsevier, vol. 55(6), pages 441-450, June.
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    Cited by:

    1. Nala Alahmari & Rashid Mehmood & Ahmed Alzahrani & Tan Yigitcanlar & Juan M. Corchado, 2023. "Autonomous and Sustainable Service Economies: Data-Driven Optimization of Design and Operations through Discovery of Multi-Perspective Parameters," Sustainability, MDPI, vol. 15(22), pages 1-44, November.
    2. Sherry Singla & Harpreet Kaur Sawhney, 2023. "A Bibliometric Analysis of Scientific Publications on Customer Loyalty in the Insurance Industry," Metamorphosis: A Journal of Management Research, , vol. 22(2), pages 146-157, December.
    3. Aleksy Kwilinski, 2024. "Mapping Global Research on Green Energy and Green Investment: A Comprehensive Bibliometric Study," Energies, MDPI, vol. 17(5), pages 1-24, February.

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    Keywords

    loyalty; bank; customer; confidence;
    All these keywords.

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