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All Journal Research Horizon Economic and Business Horizon
Agung Utama
Universitas Negeri Yogyakarta, Indonesia
Arts Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Evolution of Customer Satisfaction, Delight, and Retention Drivers in the Service Industry: A Bibliometric Analysis Niken Ayu Rahmawati; Tony Wijaya; Agung Utama
Economic and Business Horizon Vol. 5 No. 3 (2026): May
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.3.2026.1178

Abstract

Increasing dynamics of the global service industry require a shift in focus from mere customer satisfaction toward deeper emotional engagement and customer experience to sustain loyalty. The aim of this research is to map the intellectual structure and development of studies related to customer satisfaction, customer experience, and customer delight within the service marketing literature. The method employed is a bibliometric approach based on 271 documents retrieved from the Scopus database, analyzed using VOSviewer through keyword co-occurrence analysis to identify major clusters and research trends. The results reveal five main clusters encompassing cognitive evaluation dimensions, customer experience, emotional and service interaction, brand perception, and long-term relational loyalty. The findings also indicate a paradigm shift toward experience-based and personalization-oriented approaches, with customer experience acting as a key mediating construct between service quality and customer loyalty, while customer delight remains relatively underexplored. In conclusion, the literature reflects a transition from a transactional model to an emotionally driven experience-based model. The implications suggest that service organizations should prioritize strategies focused on creating emotionally engaging experiences to enhance sustainable customer loyalty.
Trust in Social Commerce: A Bibliometric Analysis of Live Endorsement and Social Proof in the TikTok Shop Era Hafidz Mahkota Jati; Tony Wijaya; Agung Utama
Economic and Business Horizon Vol. 5 No. 2 (2026): March
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.2.2026.1121

Abstract

The rapid growth of digital platforms has transformed social commerce into a key channel for online consumer engagement and transactions. This study aims to provide a comprehensive bibliometric review of the evolution of social commerce research, with a focus on trust, live endorsement, and social proof. Through the analysis of 106 Scopus publications (2013-2025) using VOSviewer, this study maps the network of keywords, author collaboration, and joint citations. The results showed that Business (27.9%), Computer Science (24.2%), and Social Sciences (14.6%) were the dominant disciplines. Geographically, Malaysia, China, and the United States are the main contributors. The cluster analysis identified five key themes, including Platform and Adoption, Social Proof, and Quality of Interaction. The study confirms a significant research gap: core topics such as trust and live streaming commerce are identified as still isolated from the main literature networks. These findings provide practical and theoretical implications by highlighting the need for more integrated research frameworks and encouraging practitioners to shift their strategic focus from purchase intention to actual sales conversion.
Global Research Trends on Creative Industry Competitiveness: A Bibliometric Analysis of Innovation and Sustainability Dimas Ramadan; Agung Utama
Economic and Business Horizon Vol. 5 No. 4 (2026): July
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.4.2026.1451

Abstract

The creative industry has emerged as a strategic driver of economic growth and competitiveness. This study aims to analyze the global development, research patterns, thematic structures, and future directions of studies on creative industry competitiveness through a bibliometric approach. The study employed a bibliometric literature review using publications indexed in the Scopus database, with data analyzed through VOSviewer to examine publication trends, authorship, institutional and country contributions, keyword co-occurrence, and thematic clustering. The findings reveal a substantial increase in scientific publications over time, reflecting growing academic interest in creative industry competitiveness. China and Indonesia emerged as leading contributors, while journal articles dominated the publication types, confirming the maturity of the field. Keyword network analysis identified seven major thematic clusters encompassing strategic management, innovation, sustainability, entrepreneurship, digital transformation, cultural heritage, regional development, and SME competitiveness. These findings indicate that research on creative industry competitiveness has evolved into a multidisciplinary domain characterized by strong interconnections among technological, organizational, and institutional dimensions. The study concludes that future research should adopt more integrated approaches by incorporating emerging themes, such as artificial intelligence, platform ecosystems, green innovation, and the circular economy, to strengthen the sustainable competitiveness of creative industries.
Attitude as a Bridge between Brand Awareness and Purchase Intention: A Bibliometric Analysis of Research Developments and Future Directions Theresia Ayu Kusuma Iswari; Tony Wijaya; Agung Utama
Research Horizon Vol. 6 No. 3 (2026): Research Horizon - Juni 2026
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.6.3.2026.1380

Abstract

This study maps the development of research on the role of attitude mediation in the relationship between brand awareness and purchase intention. Using a bibliometric approach, data were retrieved from the Scopus database covering the period 1997–2025. A total of 96 selected documents were analyzed using VOSviewer to examine the relationships and relevance of keywords, authors, institutional affiliations, and publication sources. The results show a significant increase since 2015 and a peak in productivity in 2023. Major journals include developments in Marketing Science Proceedings, Journal of Business Research, and PLOS ONE, with major contributions from the United States, India, Taiwan, Malaysia, and Indonesia. The results of this study confirm that attitude is a key mediator that connects brand awareness with purchase intent. This research was conducted by integrating the Customer-Based Brand Equity (CBBE) and Theory of Planned Behavior (TPB) frameworks and highlighting the importance of credibility, user digital experience, and brand emotional relationships in building positive consumer attitudes.
Co-Authors Dimas Ramadan Hafidz Mahkota Jati Niken Ayu Rahmawati Theresia Ayu Kusuma Iswari Tony Wijaya