Bibliometric Analysis of Customer Experience in Banking: Determining The Themes and Relationship Networks of the Period 1991-2020

Abstract

Purpose – This study aims to examine the studies on customer experience in banking with the bibliometric analysis method and determine the word-based clusters and their members, the main themes discussed, and the network of relationships formed regarding the customer experience in banking.

Design/methodology/approach - The data required for bibliometric analysis were obtained by selecting the keyword "customer experience - banking" from the WOS database on March 29-30, 2021. The bibliometric analysis was carried out over 293 articles in the WOS database, obtained by entering relevant keywords in the period 1991-2020. Bibliometric analysis was carried out with the cooccurrence method, and the Vosviewer program was used in the study for analysis.

Findings – As a result of the bibliometric analysis, it was found that the number of articles increased dramatically, especially in 2016 and after, and the journals in which the articles were published mainly concentrated on business and economics. Also, 8 clusters with 40 sub-elements within the relevant keyword's scope and word-based relationship networks were determined. These clusters found are respectively; customer justice and retention, technology adaptation, value-oriented commitment, sense of experience, service perception, brand orientation, service climate and customer structure. When the network relations are analyzed with a focus on customer experience, it is found that the banking sector, customer retention, customer satisfaction, relationship quality, service quality, customer value, WOM are prominent issues in the relationship network.

Discussion – In today's intensive competitive environment, gaining customers and retaining them in the long term is vital for every bank. To have a sustainable competitive advantage, banks have to manage the customer experience and stand out by differentiating at this point. This study has important results in revealing the development aspect of the customer experience in the banking sector from a theoretical perspective and the issues that banks should focus on in practical terms.