Purpose: A retrospective investigation was carried out to critically appraise the research inputs of middle-income economies in the extant literature on the theme of customer loyalty in the marketing domain.

Methodology: This review article objectively, systematically, rigorously, and critically appraised the knowledge paradigms that existed in 495 documents extracted using the Scopus database. The breadth and depth of the past literature were examined through bibliometric analysis by structuring the diverse research constituents using the Bibliometrix R package and VOSviewer.

Findings: The results logically exhibited the publication trend and citation structure, country collaboration pattern, keyword co-occurrence analysis, co-citation of references analysis, and many other descriptive bibliometric indicators, including leading journals, prolific authors, and influential documents.Practical

Implications: The study functions as a stimulus that contributes significantly to theory and practice by offering a globally inclusive research outlook for the said theme and an idiosyncratic assessment to practitioners in emerging markets.

Originality: Besides serving to elucidate, map, and visualize the stated research premise, this first kind of bibliometric review through the lens of middle-income economies on customer loyalty strengthens the value in terms of subject-matter quantification.

1. Akman, G., & Yörür, B. (2012). Effects of business to business relations on customer satisfaction and loyalty in the context of a developing country. American Journal of Industrial and Business Management, 2(4), 217–229. https://doi.org/10.4236/ajibm.2012.24028
2. Amoako, G. K., Anabila, P., Asare Effah, E., & Kumi, D. K. (2017). Mediation role of brand preference on bank advertising and customer loyalty: A developing country perspective. International Journal of Bank Marketing, 35(6), 983–996. https://doi.org/10.1108/IJBM-07-2016-0092
3. Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007
4. Banerjee, S., & Mandal, K. (2018). Advertisement vs societal based marketing communication: An empirical analytic comparison vis-a-vis profit contribution. Indian Journal of Marketing, 48(6), 7–21. https://doi.org/10.17010/ijom/2018/v48/i6/127833
5. Bhardwaj, S. S. (2015). Service quality in Indian higher education: A comparative study of selected state owned and private universities. Indian Journal of Marketing, 45(4), 32–42. https://doi.org/10.17010/ijom/2015/v45/i4/79958
6. Chiu, C.-M., Wang, E. T., Fang, Y.-H., & Huang, H.-Y. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114. https://doi.org/10.1111/j.1365- 2575.2012.00407.x
7. Cooil, B., Keiningham, T. L., Aksoy, L., & Hsu, M. (2007). A longitudinal analysis of customer satisfaction and share of wallet: Investigating the moderating effect of customer characteristics. Journal of Marketing, 71(1), 67–83. https://doi.org/10.1509/jmkg.71.1.67
8. Dabić, M., Vlačić, B., Paul, J., Dana, L.-P., Sahasranamam, S., & Glinka, B. (2020). Immigrant entrepreneurship: A review and research agenda. Journal of Business Research, 113, 25–38. https://doi.org/10.1016/j.jbusres.2020.03.013
9. Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289–300. https://doi.org/10.1016/j.ijinfomgt.2009.10.001
10. Diallo, M. F., Diop-Sall, F., Djelassi, S., & Godefroit-Winkel, D. (2018). How shopping mall service quality affects customer loyalty across developing countries: The moderation of the cultural context. Journal of International Marketing, 26(4), 69-84. https://doi.org/10.1177/1069031X18807473
11. Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
12. Donthu, N., Kumar, S., Pattnaik, D., & Lim, W. M. (2021). A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing. Psychology & Marketing, 38(5), 834–865. https://doi.org/10.1002/mar.21472
13. Dubina, O., Us, Y., Pimonenko, T., & Lyulyov, O. (2020). Customer loyalty to bank services: The bibliometric analysis. Virtual Economics, 3(3), 53–66. https://doi.org/10.34021/ve.2020.03.03(3)
14. Flavián, C., & Guinalíu, M. (2006). Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site. Industrial Management & Data Systems, 106(5), 601–620. https://doi.org/10.1108/02635570610666403
15. Goyal, K., & Kumar, S. (2021). Financial literacy: A systematic review and bibliometric analysis. International Journal of Consumer Studies, 45(1), 80–105. https://doi.org/10.1111/ijcs.12605
16. Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: An empirical study. International Journal of Service Industry Management, 7(4), 27–42. https://doi.org/10.1108/09564239610129931
17. Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), 21–40. https://doi.org/10.1108/IJQSS-07-2016-0048
18. Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230–247. https://doi.org/10.1177/1094670502004003006
19. Hosseini, S. M., Maleki, A., & Gholamian, M. R. (2010). Cluster analysis using data mining approach to develop CRM methodology to assess the customer loyalty. Expert Systems with Applications, 37(7), 5259–5264. https://doi.org/10.1016/j.eswa.2009.12.070
20. Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10(1), 1–9. https://doi.org/10.1177/002224377301000101
21. Jana, A., & Chandra, B. (2016). Role of brand image and switching cost on customer satisfaction-loyalty dyadic in the mid-market hotel sector. Indian Journal of Marketing, 46(9), 35–52. https://doi.org/10.17010/ijom/2016/v46/i9/101040
22. Jiddi, F. E., & Ibenrissoul, A. (2020). The impact of corporate social responsibility (CSR) on customer loyalty: A bibliometric analysis between 2009–2020. EPRA International Journal of Multidisciplinary Research (IJMR), 6(11), 145–157. https://doi.org/10.36713/epra5575
23. Kandampully, J., & Suhartanto, D. (2003). The role of customer satisfaction and image in gaining customer loyalty in the hotel industry. Journal of Hospitality & Leisure Marketing, 10(1–2), 3–25. https://doi.org/10.1300/J150v10n01_02
24. Kandampully, J., Zhang, T., & Bilgihan, A. (2015). Customer loyalty: A review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, 27(3), 379–414. https://doi.org/10.1108/IJCHM-03-2014-0151
25. Kassim, N., & Asiah Abdullah, N. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 351–371. https://doi.org/10.1108/13555851011062269
26. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
27. Kumar, V., & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80(4), 317–329. https://doi.org/10.1016/j.jretai.2004.10.007
28. Mahadevan, K., & Joshi, S. (2021). Trends in electronic word of mouth research: A bibliometric review and analysis. Indian Journal of Marketing, 51(4), 8–26. https://doi.org/10.17010/ijom/2021/v51/i4/158468
29. Makanyeza, C. (2015). An assessment of reliability and validity of the attitudinal and behavioural typology of customer loyalty in a developing country: Evidence from Zimbabwe. Mediterranean Journal of Social Sciences, 6(1 S1), 310–318. https://doi.org/10.5901/mjss.2015.v6n1s1p310
30. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
31. Närvänen, E., Kuusela, H., Paavola, H., & Sirola, N. (2020). A meaning-based framework for customer loyalty. International Journal of Retail & Distribution Management, 48(8), 825–843. https://doi.org/10.1108/IJRDM-05-2019-0153
32. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
33. Oly Ndubisi, N. (2006). Effect of gender on customer loyalty: A relationship marketing approach. Marketing Intelligence & Planning, 24(1), 48–61. https://doi.org/10.1108/02634500610641552
34. Oly Ndubisi, N. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25(1), 98–106. https://doi.org/10.1108/02634500710722425
35. Oly Ndubisi, N. & Kok Wah, C. (2005). Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction. International Journal of Bank Marketing, 23(7), 542–557. https://doi.org/10.1108/02652320510629908
36. Osayawe Ehigie, B. (2006). Correlates of customer loyalty to their bank: A case study in Nigeria. International Journal of Bank Marketing, 24(7), 494–508. https://doi.org/10.1108/02652320610712102
37. Panigrahi, S. K., Azizan, N. A., & Al Shamsi, I. R. (2021). Product innovation, customer satisfaction, and brand loyalty of using smartphones among university students: PLS–SEM approach. Indian Journal of Marketing, 51(1), 8–25. https://doi.org/10.17010/ijom/2021/v51/i1/156931
38. Patterson, P. G., & Smith, T. (2001). Relationship benefits in service industries: A replication in a Southeast Asian context. Journal of Services Marketing, 15(6), 425–443. https://doi.org/10.1108/EUM0000000006098
39. Paul, J., & Criado, A. R. (2020). The art of writing literature review: What do we know and what do we need to know? International Business Review, 29(4), 101717. https://doi.org/10.1016/j.ibusrev.2020.101717
40. Paul, J., Parthasarathy, S., & Gupta, P. (2017). Exporting challenges of SMEs: A review and future research agenda. Journal of World Business, 52(3), 327–342. https://doi.org/10.1016/j.jwb.2017.01.003
41. Randhawa, K., Wilden, R., & Hohberger, J. (2016). A bibliometric review of open innovation: Setting a research agenda. Journal of Product Innovation Management, 33(6), 750–772. https://doi.org/10.1111/jpim.12312
42. Sobrinho, E. V., & Gonçalves, W. (2019). What do we know about customer satisfaction and loyalty? A bibliometric analysis. International Journal of Advanced Engineering Research and Science, 6(6), 31–42. https://doi.org/10.22161/ijaers.6.6.3
43. Srivastava, M. (2019). Role of customer engagement in customer loyalty for retail service brands: Customer orientation of salesperson as a mediator. Indian Journal of Marketing, 49(11), 7–19. https://doi.org/10.17010/ijom/2019/v49/i11/148273
44. Srivastava, M., & Rai, A. K. (2018). Mechanics of engendering customer loyalty: A conceptual framework. IIMB Management Review, 30(3), 207–218. https://doi.org/10.1016/j.iimb.2018.05.002
45. Storer, N. W. (1974). Review of Invisible colleges: Diffusion of knowledge in scientific communities, by Diana Crane. Technology and Culture, 15(1), 139–142. https://doi.org/10.2307/3102793
46. Suar, P. K., & Mishra, S. (2020). Relationship marketing effectiveness model for an Indian NBFC. Indian Journal of Marketing, 50(12), 8–23. https://doi.org/10.17010/ijom/2020/v50/i12/156306
47. Sumbly, Y., & Siraj, S. (2019). Brand experience - A systematic review and research agenda. Indian Journal of Marketing, 49(5), 33–48. https://doi.org/10.17010/ijom/2019/v49/i5/144023
48. Tartaglione, A. M., Cavacece, Y., Russo, G., & Granata, G. (2019). A systematic mapping study on customer loyalty and brand management. Administrative Sciences, 9(1), Article 8. https://doi.org/10.3390/admsci9010008
49. Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294–316. https://doi.org/10.1108/07363760310483676
50. Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
51. Van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523–538. https://doi.org/10.1007/s11192-009-0146-3
52. Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799–822. https://doi.org/10.1002/mar.20030
53. Yoo, M., & Bai, B. (2013). Customer loyalty marketing research: A comparative approach between hospitality and business journals. International Journal of Hospitality Management, 33, 166–177. https://doi.org/10.1016/j.ijhm.2012.07.009