Mapping the Intellectual Structure of Customer Loyalty and Customer Relationship: A Bibliometric Analysis

Customer loyalty and customer relationship management (CRM) have become important research areas as businesses increasingly focus on customer retention and long-term relationship development. This study aims to map the intellectual structure and research trends concerning customer loyalty and customer relationships through a bibliometric analysis. Data were collected from the Scopus database covering the period 2021–2026 and analyzed using VOSviewer to examine publication trends, keyword co-occurrence, research themes, and emerging topics. The findings indicate that customer loyalty is closely associated with customer satisfaction, customer engagement, brand loyalty, and customer experience. Recent research also highlights the growing role of artificial intelligence, digital engagement, predictive analytics, and personalized services in strengthening customer relationships and improving loyalty. These developments demonstrate a shift toward technology-driven and data-informed customer management strategies. This study contributes to the literature by providing an overview of the intellectual landscape, identifying emerging research directions, and offering insights for future investigations into the relationship between CRM practices and customer loyalty in an increasingly digital business environment.