Four decades of IJBM research: thematic evolution and future agenda for digital financial services

Purpose This study presents a comprehensive bibliometric and science mapping analysis of the International Journal of Bank Marketing (IJBM) from 1983 to 2024, aiming to explore the journal's evolving research landscape, identify influential contributors, uncover key thematic areas and map international collaboration networks. Design/methodology/approach Following the SPAR-4-SLR protocol, a consolidated dataset of 1,627 documents was retrieved from the Web of Science Core Collection and Scopus databases. Advanced bibliometric techniques, including Reference Publication Year Spectroscopy (RPYS), co-citation analysis, keyword co-occurrence and thematic mapping, were applied using the Biblioshiny apps from the Bibliometrix package in RStudio. The study spans five distinct time slices to examine thematic evolution and the structural development of bank marketing research. Findings The analysis reveals core research paradigms such as trust, service quality, financial literacy and FinTech, alongside emerging themes like sustainability and financial well-being. Notable contributions were observed from the United Kingdom, the United States, Australia, India and Vietnam. The thematic analysis distinguishes between motor, niche, basic and declining themes, reflecting dynamic shifts in research focus over time. Research limitations/implications The study is limited to documents indexed in Scopus and Web of Science and may not capture the full breadth of global literature. Future research could incorporate additional databases or qualitative assessments for deeper exploration. Practical implications The findings provide actionable insights for scholars and institutions by highlighting high-impact research areas, supporting collaboration opportunities and offering benchmarks for academic recognition and strategic planning. Originality/value This is the first longitudinal bibliometric review of IJBM’s full publication history. It delivers valuable insights into the journal’s thematic trajectory and scholarly influence, reinforcing its centrality in advancing bank marketing research amidst digital and socio-economic transformation.