Mapping the intellectual structure of business-to-business loyalty literature: a bibliometric analysis approach

Purpose This study aims to identify evolution and advancement in the field of business-to-business (B2B) loyalty knowledge area by analyzing its intellectual structure. Design/methodology/approach The authors use bibliometric analysis for quantitative evaluation of scholarly studies published on B2B loyalty area over a period of 27 years (1993-2020). The authors analyze intellectual knowledge base of B2B loyalty area by looking into 263 studies with 14,028 references authored by 693 researchers. Findings The results provide a comprehensive review of B2B loyalty area by identifying its foundations, influential works and intellectual communication linkage between these works. Notably, the analysis reveals most cited studies, key authors, important keywords, intellectual turning points and emerging trends of research in the discipline. Research limitations/implications This study creates a baseline for presenting precise and comprehensive insights into research themes in B2B loyalty area, and identifies progressive trends over a period. This study is also helpful for researchers in identifying future directions of research in the discipline. Originality/value This study reveals the intellectual structure of B2B loyalty area.