Customer Relationship Management Research from 2007 to 2016: An Academic Literature Review

Sota, Shikha; Chaudhry, Harish; Chamaria, Apurva; Chauhan, Anurag

doi:10.1080/15332667.2018.1440148

Cited by 22 publications

(16 citation statements)

References 61 publications

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“…Interestingly, except for Das (2009), who provided a simple classification of RM literature, all other studies have not covered RM "holistically". For example, Ngai (2005), Araujo et al (2018) and Sota et al (2018) reviewed only the CRM-related literature for different periods using different approaches, while Samiee et al (2015) studied just the international RM literature (see Table 1).…”

Section: Literature Reviewmentioning

confidence: 99%

Past, present and future of research in relationship marketing - a machine learning perspective

Das

Mungra

Sharma

et al. 2022

MIP

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PurposeThis paper aims to take stock of research done in the domain of relationship marketing (RM). Additionally, this article aims to identify the potential areas of future research.Design/methodology/approachThe authors have used machine learning-based structural topic modelling using R-software to analyse the dataset of 1,905 RM articles published between 1978 and 2020.FindingsStructural topic modeling (STM) analysis led to identifying 14 topics, out of which 7 (viz. customer loyalty, customer relationship management systems, interfirm and network relationships, relationship selling, services and relationship management, consumer brand relationships and relationship marketing research) have shown a rising trend. The study also proposes a taxonomical framework to summarize RM research.Originality/valueThis is the first comprehensive review of RM research spanning over more than four decades. The study’s insights would benefit future scholars of this field to plan/execute their research for greater publication success. Additionally, managers could use the practical implications for achieving better RM outcomes.

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Section: Literature Reviewmentioning

confidence: 99%

Past, present and future of research in relationship marketing - a machine learning perspective

Das

Mungra

Sharma

et al. 2022

MIP

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“…Xu et al (2002) The framework presented the critical elements for the implementation of CRM system. Sota et al (2018) In CRM, loyalty was the most researched area, and most of the research was empirical. Most of the articles related to how to collect information and storing problems but there were no papers on security and privacy issues in CRM.…”

Section: Classification By Country-wise (Where the Research Was Done)mentioning

confidence: 99%

Customer Relationship Management Research from 2000 to 2020: An Academic Literature Review and Classification

Meena

Sahu

2021

Vision

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This article aims to review the literature on customer relationship management (CRM) research. This review article analyses the trends in CRM research, popular research topics and tools used in studies. This study presents how CRM research developed over 21 years in terms of critical areas, type of studies, sources of papers, the origin of articles (country-wise distribution), type of data used, under-researched areas and popular researched areas. The study provides a broad classification and summarizes the last 21 years of CRM research in an organized way. For this review article, research papers were taken from January 2000 to June 2020, that is, 21 years. A total of 104 papers were selected from different journals and conferences. Findings show that most of the articles were published in the year 2009. A total of 95% of articles were published in journals, and 5% were conference papers—most of the CRM research done in the USA and the United Kingdom. Empirical papers were maximum in number, whereas case studies were least. Primary studies were more than secondary studies. In review papers, the maximum times CRM and electronic customer relationship management (E-CRM) were taken as a basis for reviewing. The further article has classifications within primary studies and review papers. It also presents the most frequently used keywords and variables in literature. The study will be useful for researchers, practitioners and academicians for further CRM research. This study also provides the classification within primary studies based on data collection tools used, sampling technique used, sampling country, industry, statistical tests and methods and software used, also it gives a brief view of keywords and variables used in a total of 104 papers. This article provides the first such review on keywords and variables, thus presenting the classification on a different basis, which none of the published research has presented.

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“…To achieve sustainability in processes and practices that improve a firm's performance in the current volatile, dynamic market environment, a firm must depend on its absorptive and dynamic capabilities [15,16], its market-orientation ability [17], as well as its strategic flexibility [18]. These qualities are also salient attributes of UCRM [19].…”

Section: Literature Reviewmentioning

confidence: 99%

Adoption of Ubiquitous CRM for Operational Sustainability of the Firms: Moderating Role of Technology Turbulence

et al. 2021

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Ubiquitous CRM (UCRM) enhances customer relationship management. It can sense customer needs and demands, to which firms can respond quickly. Therefore, UCRM helps to improve a firm’s agility. There is a growing interest among researchers and practitioners to understand how the adoption of UCRM impacts the sustainability of firms’ operations, but not many studies have investigated this issue. In this context, the aim of this study is to examine how firms’ absorptive capacity and dynamic capability could impact the adoption of UCRM to influence the operational sustainability of the firms and their performance. The study also investigates the moderating role of technology turbulence on the relationship between a firm’s operational sustainability and its performance. Using absorptive capacity theory and dynamic capability view theory and reviewing the existing literature, we developed a conceptual model. The model was then validated using a structural equation modeling technique considering 309 usable respondents from different firms that use UCRM for their operational activities. The study found that firms’ absorptive capacity and dynamic capability significantly and positively impact the adoption of UCRM, which in turn significantly and positively impacts firms’ operational sustainability and improves their performance. The study also shows that there is a significant moderating role of technology turbulence on the relationship between operational sustainability and firm performance.

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Customer Relationship Management Research from 2007 to 2016: An Academic Literature Review

Cited by 22 publications

References 61 publications

Past, present and future of research in relationship marketing - a machine learning perspective

Past, present and future of research in relationship marketing - a machine learning perspective

Customer Relationship Management Research from 2000 to 2020: An Academic Literature Review and Classification

Adoption of Ubiquitous CRM for Operational Sustainability of the Firms: Moderating Role of Technology Turbulence

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