Customer Loyalty: Bibliometric Analysis Based on Scopus Data

Customer loyalty remains an intriguing and relevant subject of investigation among academics and practitioners. This study aims to provide a comprehensive bibliometric analysis of patterns and trends in the scholarly literature on customer loyalty. The research employs scientific search techniques on the Scopus database, filtering articles and conference papers from 2019 to 2023. Utilizing Biblioshiny, a web-based tool developed in R-studio and part of the Bibliometrix package, this study identifies leading journals, authors, countries, articles, and prominent themes through an automated workflow. The research findings reveal that China is the most prolific country in publishing “customer loyalty” research, with Sustainability being the most productive journal. According to the h-index, the Journal of Retailing and Consumer Services stands out as the most influential publication. Bina Nusantara University emerges as the top affiliation among authors, with Wang X being the most prolific article author. Works by Baabdullah, Abdullah M., Abdallah, Ali, Rana, Nripendra P., Kizgin, Hatice, and Patil, Pushp are the most frequently cited. “Sales” is the most commonly used keyword category, followed by “Customer Loyalty,” “Customer Satisfaction,” and “Electronic Commerce.” This study serves as a valuable reference for researchers conducting bibliometric research on the theme of customer loyalty, providing information about top authors, journals, affiliations, countries of origin, and leading keywords in this field. Furthermore, the study’s outcomes facilitate researchers in exploring extensive academic collaborations in this domain.