Bibliometric Analysis of Publications on the Use of Blockchain Technology in Building Customer Loyalty
Purpose: The study aimed to identify the research landscape on the use of Blockchain technology in building customer loyalty. While Blockchain had been widely discussed in the context of finance and data security, its application in relationship marketing and loyalty management remained fragmented. The article sought to synthesise existing knowledge, determine thematic clusters, identify key authors, countries, and institutions, and indicate research gaps that could inspire further academic and practical developments. Design/Methodology/Approach: A systematic literature review combined with quantitative bibliometric analysis was conducted. Following the PRISMA protocol, scientific publications were retrieved from the Scopus and Web of Science databases using the detail query. After screening and removing duplicates, a final dataset of 46 documents published between 2018 and 2024 was analysed. Bibliometric indicators such as annual publication growth rate, citation rate, and international collaboration were calculated using Bibliometrix (RStudio) and VOSviewer. Network visualisations were generated to explore co-authorship, country collaboration, keyword co-occurrence, and thematic clusters. Findings: The results showed a dynamic increase in scientific interest. International collaboration was moderate and the average number of authors per document was 3.63. Six thematic categories were identified based on the content classification of publications: Blockchain-based loyalty programs (13 papers), Blockchain in supply chain and consumer trust (9), Blockchain integrated with customer relationship management (9), Blockchain in marketing and brand management (7), Blockchain in tourism, hospitality, and aviation (5), and Blockchain in the financial and insurance sector (3). These thematic areas illustrate the interdisciplinary character of the research, bridging information technology, management, and marketing perspectives. Practical Implications: Blockchain enabled the creation of transparent, interoperable, and automated loyalty ecosystems. It strengthened customer trust, optimised data management, and reduced operational costs. For managers, Blockchain-based loyalty solutions fostered long-term engagement and relational value through smart contracts and token incentives. For policymakers, the results emphasised the importance of standardisation and regulation of digital assets. Originality/Value: This paper represents one of the first bibliometric studies specifically connecting blockchain technology with customer loyalty, distinguishing itself by combining quantitative mapping with thematic classification across multiple business domains. It contributed to marketing and information systems research by mapping conceptual relationships, identifying emerging topics, and outlining directions for future studies. The results of the research provided a better understanding of the current state of knowledge on this issue.