BIBLIOGRAPHIC REVIEW OF CRM ADOPTION AND PRACTICES IN DIFFERENT SECTORS ACROSS GEOGRAPHIES
This study aims to perform citation, trend, keyword & co-citation analysis of a noteworthy body of scholarly publications on Customer relationship management published over the two last decades. The research publications having “Customer Relationship Management” in their title were extracted from Scopus; around 1119 such publications were identified and are being considered for the study. The data set is analysed using VosViewer software. The results indicate that the highest number of publications was observed in the year 2010, this indicates that maximum research on Customer relationship management was done in this year. The maximum citations on publications were observed in 2005 and the highest number of citations per publication was seen in the period of 2000-2009. The United States contributed the most to the research on customer relationship management in terms of total number of publications. The research focus of literature on Customer relationship management revolved around customer satisfaction, relationship marketing and data mining. From the analysis performed in the paper one thing can be concluded that CRM has diverse applications and can be applied in any business with ease and benefits the business in learning about their customers, optimizing interactions and increasing productivity.