Customer Relationship Management: A Review and Classification

Mosa Alokla, Mais Alkhateeb, Muneer Abbad and Faten Jaber
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Mosa Alokla: Community College of Qatar, Qatar
Mais Alkhateeb: Community College of Qatar, Qatar
Muneer Abbad: Community College of Qatar, Qatar
Faten Jaber: Regent's University London, United Kingdom

Transnational Marketing Journal, 2019, vol. 7, issue 2, 187-210

Abstract: This research identifies the effective components that influence the evolution of the concepts of customer relationship management (CRM) research strategies and to present the academic literature review and classifications of CRM. It provides an overview of CRM research and identifies the gaps in the previous CRM literature review. To achieve this, our research is based on two stages. Stage one covers the period from 2006 to 2010. The second stage will be covered in the future research that covered the period from 2011 to 2018. Data is collected from 618 research papers on CRM for the 2006 - 2010 period as sourced from top online databases. The data are then analysed by capturing the keywords of articles to determine the different perspectives to the study of CRM. The components of CRM are then classified. The emerging schema is then used to review the literature. The results show the current state of the art in that period 2006-2010 for CRM research, the comprehension of CRM components, their categories and techniques.

Keywords: Review; CRM; CRM components; CRM lifecycles (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:mig:tmjrnl:v:7:y:2019:i:2:p:187-210

DOI: 10.33182/tmj.v7i2.734

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