Customer Loyalty to Bank Services: The Bibliometric Analysis




loyalty, bank, customer, confidence


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.


Download data is not yet available.


Aurier, P., & N’Goala, G. (2010). The Differing and Mediating Roles of Trust and Relationship Commitment in Service Relationship Maintenance and Development. Journal of the Academy of Marketing Science, 38(3), 303-325.

Baumann, C., Burton, S., Elliott, G., & Kehr, H. M. (2007). Prediction of Attitude and Behavioural Intentions in Retail Banking. International Journal of Bank Marketing, 25(2), 102-116.

Bilan, Y., Vasilyeva, T., Lyulyov, O., & Pimonenko, T. (2019). EU Vector of Ukraine Development: Linking Between Macroeconomic Stability and Social Progress. International Journal of Business and Society, 20(2), 433-450.

Bloemer, J., de Ruyter, K., & Peeters, P. (1998). Investigating Drivers of Bank Loyalty: The Complex Relationship between Image, Service Quality and Satisfaction. International Journal of Bank Marketing, 16(7), 276-286.

Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The Role of Satisfaction and Website Usability in Developing Customer Loyalty and Positive Word-Of-Mouth in the E-Banking Services. International Journal of Bank Marketing, 26(6), 399-417.

Chygryn, O., Pimonenko, T., Luylyov, O., & Goncharova, A. (2018). Green Bonds like the Incentive Instrument for Cleaner Production at the Government and Corporate Levels Experience from EU to Ukraine. Journal of Environmental Management and Tourism, 9(7), 1443-1456.

Chigrin, O., & Scherbak, A. (2011). Analiz problemy vprovadzhennya ekolohichno chystoho vyrobnytstva v Ukrayini [Analysis of the Main Problems of Ecologically Pure Production Implementation in Ukraine]. Mechanism of Economic Regulation, 1, 235-241. [in Ukrainian].

Cooil, B., Keiningham, T. L., Aksoy, L., & Hsu, M. (2007). A Longitudinal Analysis of Customer Satisfaction and Share of Wallet: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing, 71(1), 67-83.

Dzwigol, H., Dzwigol-Barosz, M., Miskiewicz, R., & Kwilinski, A. (2020). Manager Competency Assessment Model in the Conditions of Industry 4.0. Entrepreneurship and Sustainability Issues, 7(4), 2630-2644.

Han, X., Kwortnik Jr., R. J., & Wang, C. (2008). Service loyalty: An Integrative Model and Examination across Service Contexts. Journal of Service Research, 11(1), 22-42.

Ibragimov, Z., Lyeonov, S., & Pimonenko, T. (2019). Green Investing for SDGS: EU Experience for Developing Countries. In: Proceedings of the 37th International Scientific Conference on Economic and Social Development "Socio Economic Problems of Sustainable Development", February 14-15 (pp. 868-877). Baku: Azerbaijan State University of Economics.

Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2002). Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing their Differential Strategic Outcomes. Journal of Business Research, 55(6), 441-450.

Кwilinski, A. (2019). Implementation of Blockchain Technology in Accounting Sphere. Academy of Accounting and Financial Studies Journal, 23(SI2), 1-6.

Kwilinski, A., Dzwigol, H., & Dementyev, V. (2020). Model of Entrepreneurship Financial Activity of the Transnational Company Based on Intellectual Technology. International Journal of Entrepreneurship, 24(Special Issue), 1-5.

Loveman, G. W. (1998). Employee Satisfaction, Customer Loyalty, and Financial Performance: An Empirical Examination of the Service Profit Chain in Retail Banking. Journal of Service Research, 1(1), 18-31.

Lyulyov, O. V., & Pimonenko, T. V. (2017). Model' Lotky-Vol'terry yak instrument analizu stiykosti investytsiynykh ta innovatsiynykh protsesiv [Lotka-Volterra Model as an Instrument of the Investment and Innovative Processes Stability Analysis]. Marketing and Management of Innovations, 1, 159-169. [in Ukrainian].

Lyulyov, O., & Shvindina, H. (2017). Stabilisation Pentagon Model: Application in the Management at Macro- and Micro-Levels. Problems and Perspectives in Management, 15(3), 42-52.

Matsenko, O., Chigrin, E., Taranovsky, V., Dolgodush, A. (2011). Sotsio-ekoloho-ekonomichni problemy vodopostachannya v Ukrayini [Socio-Ecological-Economic Challenges of Water Supply in Ukraine]. Mechanism of Economic Regulation, 4, 264-271. [in Ukrainian].

Matute-Vallejo, J., Bravo, R., & Pina, J. M. (2011). The Influence of Corporate Social Responsibility and Price Fairness on Customer Behaviour: Evidence from the Financial Sector. Corporate Social Responsibility and Environmental Management, 18(6), 317-331.

Pająk, K., Kamińska, B., & Kvilinskyi, O. (2016). Modern Trends of Financial Sector Development under the Virtual Regionalization Conditions. Financial and Credit Activity: Problems of Theory and Practice, 2(21), 204-217.

Panchenko, V., Harust, Yu., Us, Ya., Korobets, O., & Pavlyk, V. (2020). Energy-Efficient Innovations: Marketing, Management and Law Supporting. Marketing and Management of Innovations, 1, 256-264.

Sweeney, J., & Swait, J. (2008). The Effects of Brand Credibility on Customer Loyalty. Journal of Retailing and Consumer Services, 15(3), 179-193.

Tkachenko, V., Kwilinski, A., Korystin, O., Svyrydiuk, N., & Tkachenko, I. (2019). Assessment of information technologies influence on financial security of economy. Journal of Security and Sustainability, 8(3), 375-385.

Vishnevsky, V.P., & Kwilinski, A. (2019). Recent Trends in US Monetary Policy and Its Influence on Economic Development: An Analytical Review. Economy of Industry, 3(87), 125-142.




How to Cite

Dubina, O., Us, Y., Pimonenko, T., & Lyulyov, O. (2020). Customer Loyalty to Bank Services: The Bibliometric Analysis. Virtual Economics, 3(3), 53–66.