A Systematic Mapping Study on Customer Loyalty and Brand Management

Abstract

Customer loyalty is a topic of great interest for marketing scholars due to its importance in gaining sustainable competitive advantages and financial outcomes. Literature is prolific of works regarding customer loyalty and brand management. In order to improve the quantity and quality of research publications, research themes mapping of published studies is required. The aim of this paper is to provide scholars with a systematization and mapping of the contributions on this topic to develop an effective research road map for future research. A bibliometric analysis and a mapping study have been conducted on 337 publications on customer loyalty and brand management from 2000 to 2018. The results present the most cited works on the topic, an evaluation map showing the most frequent and cited words and six clusters of words based on their co-occurrence. From the analysis of the clusters, the most relevant research findings, trends, and issues emerge, suggesting interesting theoretical and practical implications.

Mediated Model of Digitalized Corporations in the Context of Price Fairness and Customer Perceived Quality

“…It is also an extensive contributor for earning digitalized corporation's trust for the portal. Afterwards, digitalized corporations are not disturbed because of prices, and acknowledging fair price extends their trust for portals, which in turn enjoy durable and cost-effective affiliation with the digitalized corporations (Ashraf & Niazi, 2018;Tartaglione et al, 2019). The portal should form pricing policies in light of digitalized corporation's financial position to facilitate portal usage because the price is the initial stage towards adopting the portal (Kaura et al, 2015).…”

“…Digitalized corporations adopt social media for marketing only due to their cheap packages. Every portal can earn much money with little margin because digitalized corporations have no large bearing installation costs (Tartaglione et al, 2019). But they do not ignore their service quality; only this viewpoint can establish a friendly relationship with digitalized corporations within their budget limits (Ahrholdt et al, 2019).…”

“…This is because the quality of services and fair prices positively impact the virtual customers' earned satisfaction and loyalty (Narteh, 2018). In the electronic sphere, business relationship with customers is based upon converting brand interactions into strong customer relationships for long-lasting benefits (Tartaglione et al, 2019). The same phenomenon is studied by Siemieniako (2018) that customer loyalty is a core element in an electronic transaction.…”

“…Online portals strive for achieving loyalty of digitalized corporations for the long term, where corporations frequently do transactions and stimulate the firm acquisition in terms of relationship leading to loyalty (Alnaser et al, 2018). Any customer who holds appeal for a distinct brand and does not turn away from the specific brand for a considerable period is counted as a loyal customer (Meesala & Paul, 2018;Tartaglione et al, 2019). Customer loyalty has a positive orientation when the customer exhibits an explicit positive attitude toward a specific service on an online portal multiple times (Rahi & Ghani, 2016).…”

Brand Loyalty in a Bertrand-Type Oligopoly Setting

“…As we march through the 4 th industrial revolution, firms appear to rely more on brand loyalty through various business models, strategies and tactics. As pointed-out by Tartaglione et al (2019) [2], brand loyalty (how consumers perceive a brand) is one of the hottest topics in marketing and management today because loyal consumers are more profitable due to price insensitivity, lower needs for service, and high degree of repurchasing. Cachon (2019) [3] reasons that as a reaction to the way people live today, that is in an ocean of new technologies and information resources, innovations in new business models and strategies (for example, sharing economy models, or a never discount strategy), enable firms to create novelty and as a result more or less sustainable brand loyalty.…”