THE ROLE OF RELATIONSHIP MARKETING AND VALUE CO-CREATION IN CUSTOMER LOYALTY: BIBLIOMETRIC REVIEW IN THE HOTEL SECTOR
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Abstract
The hotel industry is one of the main pillars of the tourism industry, playing a strategic role in creating economic and experiential value. Increasing competitiveness and higher consumer demands reinforce the need for customer-centric strategies focused on developing lasting relationships. In this context, relationship marketing and value co-creation have become particularly relevant, promoting personalized experiences that positively influence satisfaction, perceived value, and loyalty. However, the literature is divided, justifying an integrated analysis of these constructs. Thus, this study develops a bibliometric analysis of research on relationship marketing, value co-creation, and customer loyalty in the hotel industry, aiming to map the scientific evolution, identify the main theoretical currents, and analyze the relationships between these concepts. The analysis focused on 41 articles indexed in the Web of Science database, published between 2016 and 2025, selected according to defined eligibility criteria. Bibliometric techniques were applied to identify patterns in publication, authors, journals, and the most relevant themes. Subsequently, the 15 studies with the strongest conceptual alignment were analyzed in depth. The results show consistent growth in research and affirm that relationship marketing constitutes the dominant conceptual framework, complemented by value co-creation, highlighting the role of satisfaction, trust, engagement, and perceived value in loyalty, demonstrating the importance of an integrated approach based on relationships, customer participation, and experience management in the hotel industry.
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