Mapping the Landscape of Customer Retention Research: A Bibliometric Analysis from 1996 to 2023

This study presents a bibliometric analysis of customer retention research using the Scopus database from 1996 to 2023.The analysis, conducted using the Biblioshiny package in RStudio, reveals the evolution of customer retention research, identifying key themes, influential authors, and collaboration networks.The findings highlight the growing importance of customer retention studies and the emergence of new themes, such as information technology and customer engagement.Three key areas for further research are identified: the impact of CRM on customer satisfaction, the effect of technology on CRM, and the strategic use of CRM to enhance marketing effectiveness.However, the study has limitations, such as the focus on quantitative metrics and the exclusion of non-indexed literature.The practical implications of the findings for researchers and practitioners are discussed, emphasizing the need for future research to address the limitations and explore the emerging themes in customer retention.This study contributes to the understanding of the intellectual structure and future directions of customer retention research.