What's Behind CRM Research? A Bibliometric Analysis of Publications in the CRM Research Field |
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| Authors: | Cíntia Cristina Silva de Araújo Cristiane Drebes Pedron Winnie Ng Picoto |
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| Institution: | 1. Administration Graduation Program, Universidade Nove de Julho, S?o Paulo, Brazilcintyaraujo@gmail.com;3. Nove de Julho University, Brazil;4. ISEG–Lisbon School of Economics and Management, Lisbon, Portugal |
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| Abstract: | The diversity of approaches to customer relationship management (CRM) brings about the need for systematic reviews. The objective of this article is to identify and categorize the most used publications in the CRM field. We conducted a bibliometric analysis using the Web of Science database. To identify and categorize the subfields, we conducted an exploratory factor analysis. The most used publications were categorized into: (1) methodology in the CRM research field; (2) relationship marketing; (3) service quality and customer loyalty; (4) implications of market-oriented strategy; (5) CRM theory and its practical implications; (6) strategic management; and (7) customer value. |
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| Keywords: | bibliometric methods customer management relationship relationship marketing |
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