Comparative study of customer relationship management research from East Asia, North America and Europe: A bibliometric
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RESEARCH PAPER
Comparative study of customer relationship management research from East Asia, North America and Europe: A bibliometric overview Wei Liu 1 & Zongshui Wang 2,3 & Hong Zhao 1 Received: 23 May 2019 / Accepted: 6 January 2020 # Institute of Applied Informatics at University of Leipzig 2020
Abstract Customer relationship management (CRM) has become a critical research topic for scholars and practitioners, yet most existing CRM research overviews depend on the authors’ subjective judgements and are limited to the marketing field, making it difficult to comprehensively understand CRM research. This study combines a quantitative bibliometric methodology with qualitative systematic analysis and provides a comprehensive CRM roadmap with a broad disciplinary scope. Using datasets from the Web of Science (WoS), this study conducts a co-word analysis of 1971 publications on CRM from East Asia, North America and Europe. The results suggest that CRM studies differ across regions: eastern studies emphasize utilizing technologies to develop CRM, and western studies focus on the effects of CRM programmes on outcomes. Based on the bibliometric analysis and CRM studies, this study provides a list of systematic questions worthy of being explored as it can provide insight for researchers and practitioners. Keywords Customer relationship management (CRM) . Bibliometrics . Co-word analysis . Comparative analysis . Research trends JEL classification M31
Introduction Customer relationship management (CRM) has become a critical research topic since its emergence as a research field in the Responsible Editor: Steven Bellman * Zongshui Wang [email protected] Wei Liu [email protected] Hong Zhao [email protected] 1
School of Economics and Management, University of Chinese Academy of Sciences, Zhongguancun Road No. 80, Beijing 100190, China
2
School of Economics and Management, Beijing Information Science and Technology University, Qinghexiaoying East Road No. 12, Beijing 100192, China
3
Academy of Mathematics and Systems Science, University of Chinese Academy of Sciences, Yuquan No. 19, Beijing 100049, China
1990s (Payne and Frow 2005; Srinivasan and Moorman 2005; Verhoef et al. 2010). Firms shed light on CRM and invest substantial capital in CRM systems, since a large number of studies show that implementing CRM can boost customer satisfaction (Mithas et al. 2005), increase customer loyalty (Reinartz and Kumar 2000), enhance customer retention (Verhoef 2003) and improve firm performance (Srinivasan and Moorman 2005). It is obvious that CRM has been wellresearched, as an acceptable definition of CRM that captures the main components of the CRM process has been developed (Boulding et al. 2005), and many top marketing journals have published a series of special studies on CRM. For example, the Journal of Marketing issued a call for papers on CRM to promote the relationship between academics and practitioners (Boulding et al. 2005) and published these in a special issue in 2005. However, despite the plethora of studie
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