Factors of Customer Loyalty and Retention in the Digital Environment

The present study aims to identify and analyze high-impact articles and citations related to the key factors influencing customer loyalty and return in the digital environment, with an emphasis on effective practices for retention on digital platforms. The goal is to highlight the most relevant factors and evaluate how new digital technologies impact this process. To achieve this objective, a bibliometric analysis was conducted using the Biblioshiny and Bibliometrix tools. The sample included 300 scientific articles, and descriptive statistical analyses of the main bibliographic metrics were presented.A Sankey Diagram was created to relate different bibliographic factors, such as countries, journals, and authors. Additionally, clustering methods were applied through bibliographic coupling, co-citation, and scientific collaboration analysis using the Louvain algorithm. Subsequently, factor analysis methods were employed to propose a conceptual structure map. Finally, the results were analyzed and discussed, highlighting emerging technologies such as artificial intelligence and big data as essential tools for customer loyalty.