Abstract: This study seeks to explore and analyze the role of customer commitment in relationship marketing while providing insights into how various types of commitment impact the effectiveness of relationship marketing strategies. The research employs a systematic bibliometric literature review based on 99 articles published between 2912 and 2022 in the Scopus database. It is grounded in a thorough analysis and synthesis of existing research to gain a better understanding of the intricate dynamics between customer commitment and relationship marketing management. The findings illustrate that customer commitment lies at the core of this strategy. It reflects the emotional and psychological attachment customers form toward a brand. Committed customers enhance trust and credibility, engage in positive voice behaviors, and show higher loyalty and retention rates. They also become brand advocates, generating positive word-of-mouth that bolsters the brand's reputation.

Keywords: Relationship marketing, commitment, trust, satisfaction, credibility, VOSviewer

Pages: 1553-1573