Purpose

The purpose of this article is to provide an integrated, synthesised overview of the current state of knowledge in the field of bank marketing. This aim prompts us to seek to determine the role of studies on sales within commercial banking literature, to contribute to the flow of new knowledge and to orient both researchers and practitioners with regard to current issues and findings.

Design/methodology/approach

This study employs a combined process of bibliometric analysis and scientific mapping using keyword co-occurrence analysis and a representation of relationships by clustering and their longitudinal arrangement. A total of 1,203 articles were analysed using SciMAT.

Findings

The entire conceptual structure of bank marketing is organised into 12 major thematic areas. These are comprised of a set of main topics during each period, changing from one phase to another. The initial periods exhibit less depth in the pursuit of lines of work on bank marketing. The most recent periods show that interest centres on users' acceptance of online and mobile banking, along with the traditional concepts of satisfaction, loyalty and trust. However, it was determined that sales-related topics have never occupied a central role in the bank marketing academic literature.

Research limitations/implications

This study draws up a scientific map that serves as a guide to perceive what has been done thus far in the area of bank marketing. The detection of specific sub-topics allows for the application of other synthesis techniques, such as meta-analysis. The study's main limitation lies in the difficulty of synthesising all the papers published on bank marketing literature.

Originality/value

The number of disciplines in which bibliometric analyses are used to synthesise and visually portray the whole bodies of scientific literature is increasing. This study maps out the gradual advancement in the field over the years and could serve as a valuable reference for researchers and practitioners interested in bank marketing. Consequently, the conclusions of this retrospective analysis might be considered a summary of its conceptual structure and a comparable foundation for future studies.

中文翻译：

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通过文献计量学和科学制图对有关银行营销的科学文献进行分析——销售在银行业中扮演了什么角色？

目的

本文的目的是对银行营销领域的当前知识状态进行综合、综合的概述。这一目标促使我们寻求确定商业银行文献中销售研究的作用，促进新知识的流动，并引导研究人员和从业人员了解当前的问题和发现。

设计/方法/方法

本研究采用文献计量分析和科学制图的组合过程，使用关键字共现分析和通过聚类及其纵向排列来表示关系。使用 SciMAT 分析了总共 1,203 篇文章。

发现

银行营销的整个概念结构分为 12 个主要主题领域。这些由每个时期的一组主要主题组成，从一个阶段到另一个阶段。最初阶段在追求银行营销工作方面的深度较少。最近一段时间表明，兴趣主要集中在用户对网上银行和手机银行的接受程度以及满意度、忠诚度和信任的传统概念上。然而，与销售相关的话题从未在银行营销学术文献中占据中心地位。

研究限制/影响

这项研究绘制了一张科学地图，作为了解迄今为止银行营销领域所做工作的指南。特定子主题的检测允许应用其他合成技术，例如元分析。该研究的主要局限性在于难以综合所有发表在银行营销文献上的论文。

原创性/价值

使用文献计量分析来综合和直观描绘整个科学文献主体的学科数量正在增加。本研究勾勒出该领域多年来的逐步进展，可为对银行营销感兴趣的研究人员和从业人员提供宝贵的参考。因此，该回顾性分析的结论可被视为对其概念结构的总结和未来研究的可比基础。