A Bibliometric Analysis of Scientific Publications on Customer Loyalty in the Insurance Industry

Abstract

This bibliometric analysis makes a deliberate attempt to convey quantitative and qualitative knowledge on loyalty with regard to the insurance industry. The study includes an examination of 132 articles that were published between 2002 and 2022. he research articles were subjected to bibliometric analysis using the Scopus database. Research articles related to ‘loyalty in the insurance sector research’ were examined using the VOS viewer software. he findings of the research showed that customer loyalty has become an increasingly prominent subject in the context of insurance over time. The study has made use of co-occurrence analysis, bibliographic coupling and publication trends. The top journals, authors, nations, articles and organizations have been identified using bibliometric analysis. This article also includes a presentation of the content analysis of selected articles. iverse studies have been conducted on customer loyalty in various sectors like banking, e-commerce, hospitality and tourism, insurance etc.; however, the goal of the present study is to map the literature on ‘loyalty in the insurance sector’ in Scopus database. This will help to define the main idea and provide the researchers with future research directions. This work will also assist academicians, policy-makers and regulators in understanding the fundamentals of loyalty in the insurance industry and pinpointing the pertinent areas that require further research.