Exploring Customer Relationship Management: Trends, Challenges, and Innovations
Abstract
This study presents a comprehensive exploration of recent advancements in Customer Relationship Management (CRM), acknowledging its pivotal role in fostering crucial connections both within the industry and with customers at large. The study delves deeply into CRM, aiming to enhance overall customer satisfaction. The primary focus of this study centers around critical facets of CRM, encompassing strategies for managing customer relationships, applications of information technology, analysis of customer data, and approaches for customer retention. Employing a literature review methodology, this research rigorously examines the most recent journals germane to the field of CRM. A total of 46 articles sourced from reputable journal databases constitute the foundation of this investigation. The findings of this study yield an enriched comprehension of contemporary developments concerning challenges, factors driving success, relevant domains, and implementation goals within the realm of Customer Relationship Management.
Downloads
References
S. Dewnarain, H. Ramkissoon, and F. Mavondo, “Social customer relationship management: a customer perspective,” J. Hosp. Mark. Manag., vol. 30, no. 6, pp. 673–698, 2021, doi: 10.1080/19368623.2021.1884162.
V. Guerola-Navarro, H. Gil-Gomez, R. Oltra-Badenes, and J. Sendra-García, “Customer relationship management and its impact on innovation: A literature review,” J. Bus. Res., vol. 129, no. March, pp. 83–87, 2021, doi: 10.1016/j.jbusres.2021.02.050.
C. Valmohammadi, “Customer relationship management: Innovation and performance,” Int. J. Innov. Sci., vol. 9, no. 4, pp. 374–395, 2017, doi: 10.1108/IJIS-02-2017-0011.
F. Khodakarami and Y. E. Chan, “Exploring the role of customer relationship management (CRM) systems in customer knowledge creation,” Inf. Manag., vol. 51, no. 1, pp. 27–42, 2014, doi: 10.1016/j.im.2013.09.001.
D. M. Lambert, “Customer relationship management as a business process,” J. Bus. Ind. Mark., vol. 25, no. 1, pp. 4–17, 2009, doi: 10.1108/08858621011009119.
M. M. Monastyrskaya and V. I. Soloviev, “Improving Customer Relationship Management based on Intelligent Analysis of User Behavior Patterns,” Proc. 2020 13th Int. Conf. Manag. Large-Scale Syst. Dev. MLSD 2020, pp. 14–17, 2020, doi: 10.1109/MLSD49919.2020.9247718.
J. Peppard, “Customer Relationship Management (CRM) in financial services,” Eur. Manag. J., vol. 18, no. 3, pp. 312–327, Jun. 2000, doi: 10.1016/S0263-2373(00)00013-X.
M. M. Migdadi, “Knowledge management, customer relationship management and innovation capabilities,” J. Bus. Ind. Mark., vol. 36, no. 1, pp. 111–124, 2021, doi: 10.1108/JBIM-12-2019-0504.
I. Santouridis and A. Veraki, “Customer relationship management and customer satisfaction: the mediating role of relationship quality,” Total Qual. Manag. Bus. Excell., vol. 28, no. 9–10, pp. 1122–1133, 2017, doi: 10.1080/14783363.2017.1303889.
S. A. Bhat and M. A. Darzi, “Customer relationship management: An approach to competitive advantage in the banking sector by exploring the mediational role of loyalty,” Int. J. Bank Mark., vol. 34, no. 3, pp. 388–410, 2016, doi: 10.1108/IJBM-11-2014-0160.
Y. M. Baashar, A. K. Mahomood, M. A. Almomani, and G. A. Alkawsi, “Customer relationship management (CRM) in healthcare organization: A review of ten years of research,” 2016 3rd Int. Conf. Comput. Inf. Sci. ICCOINS 2016 - Proc., pp. 97–102, 2016, doi: 10.1109/ICCOINS.2016.7783196.
C. Tileagă, O. Niţu, and C. V. Niţu, “Customer Relationships Management in Organizations,” Procedia Econ. Financ., vol. 6, no. 13, pp. 399–404, 2013, doi: 10.1016/s2212-5671(13)00154-8.
L. E. Herman, S. Sulhaini, and N. Farida, “Electronic Customer Relationship Management and Company Performance: Exploring the Product Innovativeness Development,” J. Relatsh. Mark., vol. 20, no. 1, pp. 1–19, 2021, doi: 10.1080/15332667.2019.1688600.
H. Saarijarvi, H. Karjaluoto, and H. Kuusela, “Marketing Intelligence & Planning Customer Relationship Management: The Evolving Role of Customer Data,” Mark. Intell. Plan., vol. 31, no. 6, pp. 584–600, 2013.
U. Zeynep Ata and A. Toker, “The effect of customer relationship management adoption in business-to-business markets,” J. Bus. Ind. Mark., vol. 27, no. 6, pp. 497–507, 2012, doi: 10.1108/08858621211251497.
A. Ahani, N. Z. A. Rahim, and M. Nilashi, “Firm performance through social Customer Relationship Management: Evidence from small and medium enterprises,” Int. Conf. Res. Innov. Inf. Syst. ICRIIS, 2017, doi: 10.1109/ICRIIS.2017.8002533.
C.-L. Hsu and J. C.-C. Lin, “Understanding the user satisfaction and loyalty of customer service chatbots,” J. Retail. Consum. Serv., vol. 71, p. 103211, Mar. 2023, doi: 10.1016/j.jretconser.2022.103211.
Di. Amelina, A. N. Hidayanto, N. F. A. Budi, P. I. Sandhyaduhita, and R. Shihab, “Investigating critical factors of social CRM adoption using technology, organization, and environment (TOE) framework and analytical hierarchy process (AHP),” 2016 Int. Conf. Adv. Comput. Sci. Inf. Syst. ICACSIS 2016, pp. 233–238, 2017, doi: 10.1109/ICACSIS.2016.7872745.
F. Amendola and L. Favre, “Adapting CRM systems for mobile platforms: An MDA perspective,” SNPD 2013 - 14th ACIS Int. Conf. Softw. Eng. Artif. Intell. Netw. Parallel/Distributed Comput., pp. 323–328, 2013, doi: 10.1109/SNPD.2013.25.
L. Jenneboer, C. Herrando, and E. Constantinides, “The Impact of Chatbots on Customer Loyalty: A Systematic Literature Review,” J. Theor. Appl. Electron. Commer. Res., vol. 17, no. 1, pp. 212–229, Jan. 2022, doi: 10.3390/jtaer17010011.
S. A. Daisy, “Stimulus of Chatbot with Customer Relationship Pipeline,” J. Adv. Res. Dyn. Control Syst., vol. 12, no. 05-SPECIAL ISSUE, pp. 885–889, May 2020, doi: 10.5373/JARDCS/V12SP5/20201831.
B. Kitchenham, O. P. Brereton, D. Budgen, M. Turner, J. Bailey, and S. Linkman, “Systematic literature reviews in software engineering – A systematic literature review,” Inf. Softw. Technol., vol. 51, no. 1, pp. 7–15, 2009, doi: 10.1016/j.infsof.2008.09.009.
H. Rumapea, M. Prakqusa, Y. Y. P. Rumapea, F. G. N. Larosa, and M. Yohanna, “Customer Relationship Management by Using Objective Matrix Method to Survey Customer Satisfaction,” 2019 Int. Conf. Comput. Sci. Inf. Technol. ICoSNIKOM 2019, pp. 2–5, 2019, doi: 10.1109/ICoSNIKOM48755.2019.9111622.
P. Ruivo, T. Oliveira, and A. Mestre, “Enterprise resource planning and customer relationship management value,” Ind. Manag. Data Syst., vol. 117, no. 8, pp. 1612–1631, 2017, doi: 10.1108/IMDS-08-2016-0340.
R. S. Subramanian and D. D. Prabha, “A Survey on Customer Relationship Management,” 2017 4th Int. Conf. Adv. Comput. Commun. Syst. ICACCS 2017, 2017.
I. Maryani and D. Riana, “Clustering and profiling of customers using RFM for customer relationship management recommendations,” 2017 5th Int. Conf. Cyber IT Serv. Manag. CITSM 2017, pp. 2–7, 2017, doi: 10.1109/CITSM.2017.8089258.
N. Kurnia Hikmawati, D. Purnama Alamsyah, and A. Setiadi, “IT implementation of customer relationship management,” 2020 5th Int. Conf. Informatics Comput. ICIC 2020, 2020, doi: 10.1109/ICIC50835.2020.9288549.
A. S. Makinde, O. R. Vincent, A. T. Akinwale, A. Oguntuase, and I. D. Acheme, “An Improved Customer Relationship Management Model for Business-to-Business E-commerce Using Genetic-Based Data Mining Process,” 2020 Int. Conf. Math. Comput. Eng. Comput. Sci. ICMCECS 2020, 2020, doi: 10.1109/ICMCECS47690.2020.240875.
F. Bhanu and D. Magiswary, “Electronic customer relationship management systems (E-CRM): A knowledge management perspective,” ICEMT 2010 - 2010 Int. Conf. Educ. Manag. Technol. Proc., pp. 409–413, 2010, doi: 10.1109/ICEMT.2010.5657629.
D. Vallabh and L. Radder, “Development of customer relationship management in small and medium tourism enterprises: A literature review,” 11th Int. Conf. Serv. Syst. Serv. Manag. ICSSSM 2014 - Proceeding, 2014, doi: 10.1109/ICSSSM.2014.6874086.
N. Selimi, M. A. Trpkovska, L. A. Bexheti, and M. Fetaji, “Utilization of Customer Relationship Management (CRM) theory, prototype and tools for improved strategic marketing in HE,” 2018 7th Mediterr. Conf. Embed. Comput. MECO 2018 - Incl. ECYPS 2018, Proc., no. June, pp. 1–4, 2018, doi: 10.1109/MECO.2018.8405992.
S. Beshir, A. Labib, and S. Elkhouly, “The Influence of Applying Mobile Customer Relationship Management (M-CRM) in the Service Sector on Employee’s Performance in Egypt,” in 2020 30th International Conference on Computer Theory and Applications (ICCTA), Dec. 2020, pp. 122–127. doi: 10.1109/ICCTA52020.2020.9477665.
T. Chikweche and R. Fletcher, “Customer relationship management at the base of the pyramid: Myth or reality?,” J. Consum. Mark., vol. 30, no. 3, pp. 295–309, 2013, doi: 10.1108/07363761311328964.
C. Valmohammadi and M. Beladpas, “Customer relationship management and service quality, a survey within the banking sector,” Ind. Commer. Train., vol. 46, no. 2, pp. 77–83, 2014, doi: 10.1108/ICT-08-2013-0056.
S.-M. Tseng, “Knowledge management capability, customer relationship management, and service quality,” J. Enterp. Inf. Manag., vol. 29, no. 2, pp. 202–221, Mar. 2016, doi: 10.1108/JEIM-04-2014-0042.
B. Nguyen and D. S. Mutum, “A review of customer relationship management: successes, advances, pitfalls and futures,” Bus. Process Manag. J., vol. 18, no. 3, pp. 400–419, Jun. 2012, doi: 10.1108/14637151211232614.
C. Ledro, A. Nosella, and A. Vinelli, “Artificial intelligence in customer relationship management: literature review and future research directions,” J. Bus. Ind. Mark., vol. 37, no. 13, pp. 48–63, Dec. 2022, doi: 10.1108/JBIM-07-2021-0332.
L. Gkinko and A. Elbanna, “Hope, tolerance and empathy: employees’ emotions when using an AI-enabled chatbot in a digitalised workplace,” Inf. Technol. People, vol. 35, no. 6, pp. 1714–1743, Dec. 2022, doi: 10.1108/ITP-04-2021-0328.
A. N. Purbowo, Yulia, and A. I. Suryadi, “Web based application customer relationship management for helping sales analysis on bike manufacturer,” Proc. - 2017 Int. Conf. Soft Comput. Intell. Syst. Inf. Technol. Build. Intell. Through IOT Big Data, ICSIIT 2017, vol. 2018-Janua, pp. 347–352, 2017, doi: 10.1109/ICSIIT.2017.58.
H. H. Chang, K. H. Wong, and P. W. Fang, “The effects of customer relationship management relational information processes on customer-based performance,” Decis. Support Syst., vol. 66, pp. 146–159, 2014, doi: 10.1016/j.dss.2014.06.010.
F. S. Foltean, S. M. Trif, and D. L. Tuleu, “Customer relationship management capabilities and social media technology use: Consequences on firm performance,” J. Bus. Res., vol. 104, no. October, pp. 563–575, 2019, doi: 10.1016/j.jbusres.2018.10.047.
E. W. T. Ngai, M. C. M. Lee, M. Luo, P. S. L. Chan, and T. Liang, “An intelligent knowledge-based chatbot for customer service,” Electron. Commer. Res. Appl., vol. 50, p. 101098, Nov. 2021, doi: 10.1016/j.elerap.2021.101098.
F. Li and G. Xu, “AI-driven customer relationship management for sustainable enterprise performance,” Sustain. Energy Technol. Assessments, vol. 52, p. 102103, Aug. 2022, doi: 10.1016/j.seta.2022.102103.
S. Chatterjee, N. P. Rana, K. Tamilmani, and A. Sharma, “The effect of AI-based CRM on organization performance and competitive advantage: An empirical analysis in the B2B context,” Ind. Mark. Manag., vol. 97, pp. 205–219, Aug. 2021, doi: 10.1016/j.indmarman.2021.07.013.
S. Chatterjee, R. Chaudhuri, D. Vrontis, and F. Jabeen, “Digital transformation of organization using AI-CRM: From microfoundational perspective with leadership support,” J. Bus. Res., vol. 153, pp. 46–58, Dec. 2022, doi: 10.1016/j.jbusres.2022.08.019.
S. Chatterjee, R. Chaudhuri, and D. Vrontis, “AI and digitalization in relationship management: Impact of adopting AI-embedded CRM system,” J. Bus. Res., vol. 150, pp. 437–450, Nov. 2022, doi: 10.1016/j.jbusres.2022.06.033.
P. Zerbino, D. Aloini, R. Dulmin, and V. Mininno, “Big Data-enabled Customer Relationship Management: A holistic approach,” Inf. Process. Manag., vol. 54, no. 5, pp. 818–846, 2018, doi: 10.1016/j.ipm.2017.10.005.
A. D. Stein, M. F. Smith, and R. A. Lancioni, “The development and diffusion of customer relationship management (CRM) intelligence in business-to-business environments,” Ind. Mark. Manag., vol. 42, no. 6, pp. 855–861, 2013, doi: 10.1016/j.indmarman.2013.06.004.
Z. Soltani and N. J. Navimipour, “Customer relationship management mechanisms: A systematic review of the state of the art literature and recommendations for future research,” Comput. Human Behav., vol. 61, pp. 667–688, 2016, doi: 10.1016/j.chb.2016.03.008.
S. San-Martín, N. H. Jiménez, and B. López-Catalán, “The firms benefits of mobile CRM from the relationship marketing approach and the TOE model,” Spanish J. Mark. - ESIC, vol. 20, no. 1, pp. 18–29, Feb. 2016, doi: 10.1016/j.reimke.2015.07.001.
H. Gil-Gomez, V. Guerola-Navarro, R. Oltra-Badenes, and J. A. Lozano-Quilis, “Customer relationship management: digital transformation and sustainable business model innovation,” Econ. Res. Istraz. , vol. 33, no. 1, pp. 2733–2750, 2020, doi: 10.1080/1331677X.2019.1676283.
E. Monod, R. Lissillour, A. Köster, and Q. Jiayin, “Does AI control or support? Power shifts after AI system implementation in customer relationship management,” J. Decis. Syst., pp. 1–24, Apr. 2022, doi: 10.1080/12460125.2022.2066051.
S. U. Natchiar and S. Baulkani, “Customer relationship management classification using data mining techniques,” 2014 Int. Conf. Sci. Eng. Manag. Res. ICSEMR 2014, 2014, doi: 10.1109/ICSEMR.2014.7043662.
P. Alahuhta, H. Helaakoski, and A. Smirnov, “Adoption of mobile services in business -case study of mobile CRM,” Proc. - ICEBE 2005 IEEE Int. Conf. E-bus. Eng., vol. 2005, pp. 531–534, 2005, doi: 10.1109/ICEBE.2005.22.
Download PDF: 1891 times
Copyright (c) 2023 Journal of Information Systems and Informatics
This work is licensed under a Creative Commons Attribution 4.0 International License.
- I certify that I have read, understand and agreed to the Journal of Information Systems and Informatics (Journal-ISI) submission guidelines, policies and submission declaration. Submission already using the provided template.
- I certify that all authors have approved the publication of this and there is no conflict of interest.
- I confirm that the manuscript is the authors' original work and the manuscript has not received prior publication and is not under consideration for publication elsewhere and has not been previously published.
- I confirm that all authors listed on the title page have contributed significantly to the work, have read the manuscript, attest to the validity and legitimacy of the data and its interpretation, and agree to its submission.
- I confirm that the paper now submitted is not copied or plagiarized version of some other published work.
- I declare that I shall not submit the paper for publication in any other Journal or Magazine till the decision is made by journal editors.
- If the paper is finally accepted by the journal for publication, I confirm that I will either publish the paper immediately or withdraw it according to withdrawal policies
- I Agree that the paper published by this journal, I transfer copyright or assign exclusive rights to the publisher (including commercial rights)