Title: Understanding loyalty and their main antecedents in the e-banking sector: a bibliometric analysis

Authors: Pedro Cuesta-Valiño; Natacha López-Hernando; Cristina Loranca-Valle

Addresses: Universidad de Alcalá, Alcalá de Henares, Madrid, España ' Universidad Camilo José Cela, C/ Castillo de Alarcón, 49 Urb. Villafranca del Castillo, 28692, Madrid, España ' Universidad de Alcalá, Plza. Victoria s/n Alcalá de Henares, 28802, Madrid, España

Abstract: This study collates a thorough review of the academic-scientific literature on e-loyalty through a bibliometric study conducted on 238 references related to the loyalty of e-banking users between 1997 and 2022. The results of this analysis indicate that the main variables involved in banking e-loyalty are satisfaction, trust, service quality and word of mouth. These variables have been extensively studied in the marketing literature. However, there is very little research on e-banking relating all these variables. The main contribution of this paper is the relevant information obtained on the state-of-the-art loyalty in the e-banking sector, identifying the variables where the literature relies on the most to explain e-loyalty through new technologies. This study is especially interesting for researchers in this area. In turn, it is relevant for managers of financial institutions since this compilation can help implement new strategies in their digitisation processes based on scientific literature.

Keywords: e-banking; m-banking; e-loyalty; satisfaction; trust; service quality; word of mouth; bibliometric analysis; antecedents of loyalty; literature review.

DOI: 10.1504/IJIMA.2025.144209

International Journal of Internet Marketing and Advertising, 2025 Vol.22 No.1, pp.98 - 125

Received: 03 Aug 2023
Accepted: 24 Feb 2024
Published online: 31 Jan 2025 *

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