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Customer loyalty in the insurance industry: From traditional to analytical marketing — a bibliometric analysis

Author

Listed:
  • Leiria, Manuel

    (School of Economics, University of Algarve, Portugal)

  • Dematos, Nelson

    (Cinturs & CiTur, University of Algarve, Portugal)

  • Rebelo, Efigénio

    (School of Economics, University of Algarve, Portugal)

Abstract

This study describes the conceptual structure of customer loyalty in insurance through a bibliometric analysis and identifies the emerging industry and research trends. A total of 98 scientific documents published about customer loyalty in insurance are examined using two bibliometric software programs, VOSviewer and SciMAT, that allow the spatial representation of the research concept. Both descriptive and network analysis are produced in this research. The paper highlights the importance of customer loyalty to successfully compete in the insurance industry and identifies good practices that insurance companies should adopt. The analysis of research trends highlights the importance of statistical models and algorithms to anticipate customer decisions. This is the first comprehensive article offering a bibliometric analysis to research the main trends on customer loyalty in insurance.

Suggested Citation

  • Leiria, Manuel & Dematos, Nelson & Rebelo, Efigénio, 2023. "Customer loyalty in the insurance industry: From traditional to analytical marketing — a bibliometric analysis," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 8(4), pages 404-422, August.
    • Handle: RePEc:aza:ama000:y:2023:v:8:i:4:p:404-422
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    More about this item

    Keywords

    loyalty; insurance industry; customer loyalty; bibliometric analysis; thematic analysis; research propositions; VOSviewer; SciMAT;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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