A Bibliographic Review to Identify Trend Topics and Sustainability of Customer Relationship Management Strategies

Abstract

Customer relationship management (CRM) describes the standards that a company adheres to when interacting with customers. This bibliometric analysis will draw the attention of researchers toward CRM. Since the COVID-19 pandemic, CRM has become a relevant topic for all marketers, whether online or offline. This study will also help to evaluate the relationships between various articles and the degree of cooperation among various authors, universities, and countries in the field of CRM studies to determine the sustainability and trending topics in various fields of CRM and CRM strategies on customers’ purchase intentions over the period 2000 to 2022. Biblioshiny, a web-based tool for bibliometric analysis, was used in this study to analyze a sample of 828 papers pulled from the Scopus database and the Web of Science between 2000 and 2022 that contained the keywords “customer relationship management,” “customer relationship management strategies” to identify the development and trending topics in customer relationships. The phrase “customer relationship management” is strongly connected to many other terms like “customer relationship management strategies,” “CRM,” “customer satisfaction,” “e-CRM,” “customer loyalty,” and many more that have emerged as important subtopics in this discipline over the past 2 decades. This research will be also useful for new researchers to perform more research on CRM in many different fields also.