Connections Unveiled: A Bibliometric Study of Relationship Marketing

Kania Widyatami (Universitas Pendidikan Indonesia)
Ratih Hurriyati (Universitas Pendidikan Indonesia)
Puspo Dirgantari (Universitas Pendidikan Indonesia)
Sri Astuti Pratminingsih (Universitas Pendidikan Indonesia)

International Journal of Economics Development Research (IJEDR)
Vol. 4 No. 6 (2023): International Journal of Economics Development Research (IJEDR)

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.