Connections Unveiled: A Bibliometric Study of Relationship Marketing
DOI:
https://doi.org/10.37385/ijedr.v5i2.3905Keywords:
Relationship Marketing, Bibliometric Analysis, Performance Analysis, Intellectual Structure Analysis, Knowledge Structure Analysis, Conceptual Structure AnalysisAbstract
Over the past four decades, relationship marketing has captured the interest of scholars, resulting in a vast amount of literature. Thus, the field merits a review article that can help scholars navigate the cumulated research. This study employs bibliometric analysis of the Scopus database from 1987–2022. The data was then analysed using Microsoft Excel, R software’s “bibliometrix” package, and the Publish or Perish applications. The results reveal key trends as well as the intellectual, knowledge, and conceptual structure in the field that give scholars a comprehensive outline of the relationship marketing field as well as insights about future research.
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