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All Journal International Journal of Economics Development Research (IJEDR)
Puspo Dirgantari
Universitas Pendidikan Indonesia
Economics, Econometrics & Finance Social Sciences

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Connections Unveiled: A Bibliometric Study of Relationship Marketing Kania Widyatami; Ratih Hurriyati; Puspo Dirgantari; Sri Astuti Pratminingsih
International Journal of Economics Development Research (IJEDR) Vol. 4 No. 6 (2023): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i2.3905

Abstract

Over the past four decades, relationship marketing has captured the interest of scholars, resulting in a vast amount of literature. Thus, the field merits a review article that can help scholars navigate the cumulated research. This study employs bibliometric analysis of the Scopus database from 1987–2022. The data was then analysed using Microsoft Excel, R software’s “bibliometrix” package, and the Publish or Perish applications. The results reveal key trends as well as the intellectual, knowledge, and conceptual structure in the field that give scholars a comprehensive outline of the relationship marketing field as well as insights about future research.
Co-Authors Kania Widyatami Ratih Hurriyati Sri Astuti Pratminingsih