Customer Loyalty to Bank Services: The Bibliometric Analysis

Oleksii Dubina (), Yana Us (), Tetyana Pimonenko () and Oleksii Lyulyov
Additional contact information
Oleksii Dubina: Sumy State University, Sumy, Ukraine
Yana Us: Sumy State University, Sumy, Ukraine
Tetyana Pimonenko: Sumy State University, Sumy, Ukraine

Virtual Economics, 2020, vol. 3, issue 3, 53-66

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.

Keywords: loyalty; bank; customer; confidence (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://virtual-economics.eu/index.php/VE/article/download/72/57 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aid:journl:v:3:y:2020:i:3:p:53-66

DOI: 10.34021/ve.2020.03.03(3)

Access Statistics for this article

Virtual Economics is currently edited by Aleksy Kwilinski

More articles in Virtual Economics from The London Academy of Science and Business
Bibliographic data for series maintained by Aleksy Kwilinski ().