Paper info

Customer relationship management: where we are and where we should go

Sharareh Mansouri Jajaee, Marko Kohtamäkia and Rodrigo Rabetino Sabugoa

The paper was published at the 33rd IMP-conference in Kuala Lumpur, Malaysia in 2017.

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Companies presently use a variety of strategies to attract more customers and differentiate themselves from their competitors, to raise their market share and increase their performance. A slight growth in customer retention rate has a great effect on company profitability, and understanding and responding to customer needs has become an important element of corporate business strategies. Customers are the lifeblood of every business and the management of customer relationships is an important contributor to a company’s success. Customer relationship management (CRM) emphasizes the development of a customer-centric business culture and aims to create, develop and increase the relationship with targeted customers. The present study concentrates on CRM and intends to makes a systematic review of customer relationship management. This study aims to integrate knowledge of CRM and present directions for future research. The top level journals on marketing, strategic and general management, innovation, organization, operations technology and management, operations research and management science, entrepreneurship and small business management were searched, systematically. As a result, 111 papers were assessed over two decades (1996-2016) that mainly study customer relationship management. This study highlights the outcomes of previous research, shortcomings and important theoretical contributions and presents some suggestions for further research.