Past, present and future of bank marketing: a bibliometric analysis of International Journal of Bank Marketing (1983–2020)

Purpose: This study aims to provide an overview of bank marketing through a retrospection of the International Journal of Bank Marketing (IJBM), the leading journal for bank marketing.

Design/methodology/approach: This study conducts a bibliometric analysis to analyze the performance and intellectual structure of bank marketing literature curated through IJBM between 1983 and 2020.

Findings: This study sheds light on the growing influence and impact of IJBM on the field of bank marketing through six major clusters (themes): relationship marketing and service quality in banking and financial services, consumer behavior in banking and financial services, customer satisfaction and loyalty in banking and financial services, electronic or online banking and financial services, Islamic banking and financial services, and service failure and recovery in banking and financial services.

Research limitations/implications: Though this study offers a state-of-the-art overview of bank marketing through the lens of IJBM, the insights remain limited to the accuracy and availability of bibliographic data of the journals from Scopus.

Originality/value: To the best of the authors' knowledge, this study represents the first objective assessment of bank marketing and IJBM. Thus, this study should be useful to past and prospective authors, editorial board members, editors, readers and reviewers to gain a one-stop understanding about bank marketing through the contributions of IJBM.