The Evolution of Service Marketing Research: A Bibliometric Analysis of Global Trends and Knowledge Structure
DOI:
https://doi.org/10.61963/jkt.v4i01.203Keywords:
Service marketing, Knowledge mapping, Bibliometrics, Science mapping, VOSviewerAbstract
The development of service marketing has undergone a very rapid transformation in line with the increasing role of the service economy, business digitalization, and technology integration in service delivery. These changes have led to an increase in the number of scientific publications on service marketing spread across various disciplines, resulting in an increasingly complex and multidisciplinary knowledge structure. This condition makes it difficult for researchers to gain a comprehensive understanding of the development of the field of science, the relationship between concepts, the main actors, and the direction of research in the future if they only use the conventional literature review approach. On the other hand, most previous bibliometric research still focused on certain subthemes, such as service quality, service recovery, service ecosystem, or customer engagement, so it did not provide a comprehensive picture of the evolution of service marketing as a field of science. Therefore, bibliometric research is needed that is able to comprehensively map the development of service marketing to identify conceptual structures, intellectual structures, social structures, and the development of research themes. This study aims to analyze the development of research on service marketing indexed in the Scopus database using a bibliometric approach. Analysis was carried out on publications that met the inclusion criteria by utilizing Scopus metadata. Furthermore, data were analyzed using Bibliometrix/Biblioshiny and VOSviewer software to identify publication productivity, distribution of fields of knowledge, types of documents, publication sources, author affiliations, funding institutions, patterns of collaboration between authors and institutions, citation analysis, co-citation, bibliographic coupling, keyword co-occurrence, and evolution of research themes.
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