Seventeen years of customer engagement research: a bibliometric and network analysis
by Gurveen Kaur; Pankaj Deshwal; Hamendra K. Dangi
International Journal of Bibliometrics in Business and Management (IJBBM), Vol. 2, No. 4, 2023

Abstract: Customer engagement (CE) is a highly explored research area, given its prominence in driving a firm's performance, loyalty, and competitive advantage. Despite the significant advances in the domain, the intellectual configuration of the extant works remains fragmented. Majorly, the researchers have focussed on a specific subset of CE than taking an 'aerial view' of the literature. Therefore, this area suffers from a theoretical disjunction. The purpose of this study is to explore the knowledge structure of the extant customer engagement research. The study reports on a descriptive bibliometric analysis which quantitively delves into CE literature-based panorama. Using 'R' bibliometrics, major CE publishing journals, leading authors, organisations, countries, and key CE articles spanning from 2005-2022 are unearthed. Likewise, using 'VOS viewer' network analysis, seven prominent clusters were found. The reported findings offer significant theoretical and managerial implications. This study provides the most comprehensive and contemporary bibliometric mapping of the field.

Online publication date: Wed, 27-Mar-2024

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