A Bibliometric Analysis of Artificial Intelligence in Service Marketing
Sandeep Paatlan, Jayati Ranga · Advances in marketing, customer relationship management, and e-services book series · 2024
The present study is a bibliometric analysis of artificial intelligence (AI) and service marketing. The purpose of the study is to map the evolving intellectual space by examining the bibliometric characteristics of this fast-developing research field. The publication trend in the past decade signifies the growth of research in AI. Key journals and conferences represent the primary publishing platforms for research in the area. Citation and co-citation analysis reveal the most influential authors and institutional contributors along with the growth of collaborative networks. The keyword co-occurrence analysis helps to map the evolution in theme among AI and service marketing scholars. The scope of the present study characterises the current state, reveals critical knowledge gaps, and recommends potential research directions to explore in AI and service marketing. Specifically, the findings will be useful to academic scholars and practitioners, and will also inform about the changing landscape of service marketing due to AI technologies.