Customer Relationship Management (2000–2026): A Bibliometric Study of Recent Trends and Future Research Agenda

Abstract

In response to globalization, technological advances, and increasing market competitiveness, customer relationship management (CRM) has become a strategic necessity for the services industry. Financial institutions have increased customer satisfaction, loyalty, retention, and long-term profitability by shifting from transaction-oriented banking to customer-centric relationship management. Digitalisation, such as internet banking, automated teller machines, data warehousing, and data mining, has altered client relations by providing personalized services and informed decision-making. Considering the rising customer expectations, effective CRM practices are leading to enhanced service quality, improved brand image, and maintaining a competitive position. The present study unravels the intellectual structure, publication trends, key contributors, and co-citation

 Analysis and bibliometric coupling themes within the research area. The extant literature data captured from the databases are analysed using bibliometric visualisation tools like Vosviewer. This will surely help researchers, practitioners, and policymakers to enhance services that are more customer-centric from diverse industry sectors. The implications and outcomes of these studies help in crystallizing the core domain of customer relationship management research and provide a future research agenda.