Title: Insights from bibliometric analysis on customer engagement in the banking industry

Authors: Rohit Bansal; Nishita Pruthi

Addresses: Department of Management Studies, Vaish College of Engineering, Rohtak, Haryana, India ' Institute of Management Studies and Research, Maharshi Dayanand University, Rohtak, Haryana, India

Abstract: In this research, bibliometric analysis is done to review the literature related to customer engagement in the banking industry. Using performance analysis, performance of authors, countries and sources are assessed and under science mapping, bibliographic coupling and keyword co-occurrence analysis etc. techniques are used. This study is based on 133 research articles related to the time period of 2013-2022 extracted from the Scopus database. Findings revealed that Estrada-Guillén, M. is the most contributing authors, India is the most contributing country, International Journal of Bank Marketing is the most contributing journal. Five major themes that are identified through clustering are social media and customer engagement, mobile/digital banking and customer engagement, CSR and customer engagement, customer trust and customer engagement, and customer engagement and customer loyalty. It is also identified in this research that future research may revolve around open banking, culture-oriented banking, and smart and automated customer engagement.

Keywords: customer engagement; banking; mobile banking; customer experience; CSR; social media; bibliometric analysis.

DOI: 10.1504/IJEMR.2025.148660

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.5, pp.516 - 539

Received: 11 Jun 2022
Accepted: 16 Jan 2023
Published online: 18 Sep 2025 *

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