Mapping the intellectual structure of business-to-business loyalty literature: a bibliometric analysis approach

Purpose This study aims to identify evolution and advancement in the field of business-to-business (B2B) loyalty knowledge area by analyzing its intellectual structure. Design/methodology/approach The authors use bibliometric analysis for quantitative evaluation of scholarly studies published on B2B loyalty area over a period of 27 years (1993–2020). The authors analyze intellectual knowledge base of B2B loyalty area by looking into 263 studies...