A Bibliometric Review of Research on Customer Commitment
Issued Date
2023-01-01
Resource Type
ISSN
15332667
eISSN
15332675
Scopus ID
2-s2.0-85152442429
Journal Title
Journal of Relationship Marketing
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Relationship Marketing (2023)
Suggested Citation
Ampornklinkaew C. A Bibliometric Review of Research on Customer Commitment. Journal of Relationship Marketing (2023). doi:10.1080/15332667.2023.2197771 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/81697
Title
A Bibliometric Review of Research on Customer Commitment
Author(s)
Author's Affiliation
Other Contributor(s)
Abstract
Customer commitment has been studied for more than two decades. It is one of the most powerful marketing tools in maintaining steady affiliation between patrons and brands or service providers. To examine its knowledge corpus, a bibliometric review was performed to scrutinize 457 Scopus-indexed documents. The research design consisted of descriptive analysis, citation analyses, co-citation analyses, and keyword co-occurrence analysis. This review aimed to assess the literature volume, growth trajectory, and geographic distribution; indicate key journals, authors and documents; probe the intellectual structure of the knowledge base; and emphasize the topical foci of the literature. This review provides a baseline analysis for the evolution and future studies guiding scholars who will enter the customer-commitment research field.