The Impact of Corporate Social Responsibility (Csr) on Customer Loyalty: a Bibliometric Analysis Between 2009-2020

Abstract

Customer loyalty has a noticeable impact on the long-term health of businesses. Hence, with the rise of consumers' awareness, corporate social responsibility (CSR) is essential in consumer behavior, specifically in attracting and retaining customers. This paper try to explore the link between corporate social responsibility (CSR) and customer loyalty based on a bibliometric analysis of 56 indexed articles between 2009 and 2020. First, the leading journals and countries in the field were identified. Subsequently, a citation analysis coupled with content analysis of the 16 most cited articles was performed. The challenge was to find out the clusters' divergence in a pinpointed topic. Accordingly, two main research streams were identified based on their mediating variables: (1) mediating effects related to consumer behavior; (2) mediating effects related to the brand. For future researchers, a future agenda was retrieved from the most influential and recent papers in the field to contribute to advancing the existing knowledge. KEYWORDS: Corporate Social Responsibility, Customer Loyalty, Literature Review, Bibliometric Analysis, Content Analysis.

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

“…Diverse studies have been conducted on customer loyalty in various sectors like banking, e-commerce, hospitality and tourism sectors, insurance, etc. [1][2][3][4][5][6] However, the objective of the present study is to investigate and understand the global trends and developments in customer loyalty as they relate to the insurance industry. The current article addresses the following research queries:…”