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CRM (CUSTOMER RELATİONSHİP MANAGEMENT) KAVRAMI ÜZERİNE YAPILAN ÇALIŞMALARIN VOSVIEWER İLE BİBLİYOMETRİK ANALİZİ

Yıl 2024, Cilt: 33 Sayı: 1, 311 - 329, 30.04.2024
https://doi.org/10.35379/cusosbil.1396955

Öz

Bu çalışmada, CRM (Customer Relationship Management -Müşteri İlişkileri Yönetimi) kavramı ve kavramın geçirdiği evrime değinilerek, bu alanda yapılan çalışmaların bir haritasını çıkarmak hedeflenmiştir. Çalışmada, nicel veriler kapsamında, CRM’e ilişkin literatürün bibliyometrik analiz kullanılarak sistemli bir özeti çıkartılmıştır. Böylece kavrama yönelik eğilimlerin ve bu alandaki boşlukların ne olduğu ortaya çıkartılmaya çalışılmıştır. Analiz birimi olarak Web of Science veri tabanında taranan ve 1996-2023 yılları arasında yayınlanmış toplamda 2869 makale baz alınmıştır. CRM ile ilgili makalelerin yayın yıllarına göre dağılımına bakıldığında 1996 yılında ilk ve tek makalenin yayınlandığı, en fazla yayının ise 2017 (343 yayın) yılında gerçekleştiği görülmektedir. Konuyla ilgili en çok İşletme alanında yayın yapıldığı, en çok yayın yapan ilk üç yazarın ise Kumar, V. , Van Del Poel ve Dirk ile Reinart ve Werner, J. olduğu görülmektedir. En fazla atıf alan yazar Verhoef, Peter C., en fazla atıf alan ülke ABD ve en fazla atıf alan kurum ise Islamic Azad Üniversitesidir. CRM ile ilgili yayınlarda en sık kullanılan anahtar sözcüklere bakıldığında “customer relationship management”, “crm”, “customer relationship management (crm)” ifadeleri başı çekmektedir. Ancak 2020’li yıllardan itibaren ise “customer engagement, social crm, data mining, machine learning” gibi anahtar kelimelerin de çalışmalarda yer aldığı gözlenmektedir.

Kaynakça

  • Araújo, C. C. S. de, Pedron, C. D., & Picoto, W. N. (2018). What’s Behind CRM Research? A Bibliometric Analysis of Publications in the CRM Research Field. Journal of Relationship Marketing, 17(1), 29-51. https://doi.org/10.1080/15332667.2018.1440139
  • Arslan, E. (2022). Sosyal Bilim Araştırmalarında VOSviewer ile Bibliyometrik Haritalama ve Örnek bir Uygulama. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22(Özel Sayı 2), 33-56. https://doi.org/10.18037/ausbd.1227291
  • Borah, A., Bonetti, F., Calma, A., & Martí-Parreño, J. (2023). The Journal of the Academy of Marketing Science at 50: A historical analysis. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 51(1), 222-243. https://doi.org/10.1007/s11747-022-00905-3
  • Boyack, K. W., & Klavans, R. (2010). Co-citation analysis, bibliographic coupling, and direct citation: Which citation approach represents the research front most accurately? Journal of the American Society for Information Science and Technology, 61(12), 2389-2404.
  • Del, V. P., Mele, G., Siachou, E., & Schito, G. (2021). A structured literature review on Big Data for customer relationship management (CRM): Toward a future agenda in international marketing. International Marketing Review, 39(5), 1069-1092. https://doi.org/10.1108/IMR-01-2021-0036
  • Dirik, D., Eryilmaz, I., & Erhan, T. (2023). Post-Truth Kavramı Üzerine Yapılan Çalışmaların VOSviewer ile Bibliyometrik Analizi. Sosyal Mucit Academic Review, 4(2), Article 2. https://doi.org/10.54733/smar.1271369
  • Fatouretchi, M. (2019). The art of Crm: Proven strategies for modern customer relationship management. Packt Publishing.
  • Goldenberg, B. J. (2015). The Definitive Guide to Social Crm: Maximizing customer relationships with social media to gain market insights, customers, and profits. Pearson.
  • Harrigan, P., & Miles, M. (2014). From e-CRM to s-CRM. Critical factors underpinning the social CRM activities of SMEs. Small Enterprise Research, 21(1), 99-116. Scopus. https://doi.org/10.1080/13215906.2014.11082079
  • Kumar, V., Ramachandran, D., & Kumar, B. (2021). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, 125, 864-877. https://doi.org/10.1016/j.jbusres.2020.01.007
  • Kumar, V., & Reinartz, W. (2012). Customer relationship management: Concept, strategy, and Tools. Springer.
  • Kumar, V., & Reinartz, W. J. (2018). Customer Relationship Management. Springer Texts in Business and Economics.
  • Lizano-Mora, H., Palos-Sanchez, P., & Aguayo-Camacho, M. (2021). The Evolution of Business Process Management: A Bibliometric Analysis. IEEE ACCESS, 9, 51088-51105. https://doi.org/10.1109/ACCESS.2021.3066340
  • Marchhiori, D., & Fanko, M. (2020). Knowledge Transfer in the Context of InterOrganizational Networks: Foundations and Intellectual Structures. Journal of Innovation & Knowledge, 5(2), 130-139.
  • Omerzel, D. (2016). A systematic review of research on innovation in hospitality and tourism. INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT, 28(3), 516-558. https://doi.org/10.1108/IJCHM-10-2014-0510
  • Öztürk, O., & Gürler, G. (2021). Bir Literatür İnceleme aracı Olarak Bibliyometrik Analiz.
  • Perez-Vega, R., Hopkinson, P., Singhal, A., & Mariani, M. M. (2022). From CRM to social CRM: A bibliometric review and research agenda for consumer research. Journal of Business Research, 151, 1-16. Scopus. https://doi.org/10.1016/j.jbusres.2022.06.028
  • Pritchard, A. (1969). Statistical Bibliography or Bibliometrics. Journal of Documentation, 25, 348-349.
  • Rîpa, I. A. (2022). Customer relationship management in the international context – theoretical and practical considerations. Proceedings of the International Conference on Business Excellence, 16(1), 1060-1072. https://doi.org/10.2478/picbe-2022-0098
  • Shanthi, R. (2013). Customer Relationship Management. MJP Publishers.
  • Sheth, J. N., Parvatiyar, A., & Shainesh, G. (2001). Customer relationship management: Emerging concepts, tools, and applications. Tata McGraw-Hill Pub. Co.
  • Stone, M., Woodcock, N., & Wilson, M. (1996). Managing the change from marketing planning to customer relationship management. Long Range Planning, 29(5), 675-683. https://doi.org/10.1016/0024-6301(96)00061-1
  • Swift, R. S. (2001). Accelerating customer relationships: Using Crm and relationship technologies. Prentice Hall PTR.
  • Tamosiuniene, R., & Regina, J. (2007). Customer RelationshipManagement As Business Strategy Appliance: Theoretical and Practical Dimentions. Journal of Business Economics and Management, VIII(1), 69-78.
  • Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 15(4), 404-428.
  • Van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a Computer Program for Bibliometric Mapping. Scientometrics, 84(2), 523-538.

BIBLIOMETRIC ANALYSIS OF STUDIES ON THE CONCEPT OF CRM (CUSTOMER RELATIONSHIP MANAGEMENT) WITH VOSVIEWER

Yıl 2024, Cilt: 33 Sayı: 1, 311 - 329, 30.04.2024
https://doi.org/10.35379/cusosbil.1396955

Öz

In this study, the concept of Customer Relationship Management (CRM) and its evolution are addressed with the aim of mapping the landscape of research conducted in this field. The study systematically summarizes the literature on CRM using bibliometric analysis of quantitative data. Thus, efforts are made to reveal trends related to the concept and to identify gaps in the field. The analysis is based on a total of 2869 articles published between 1996 and 2023, retrieved from the Web of Science database. Examining the distribution of CRM-related articles by publication year, the first and only one article was published in 1996, and the highest number of publications, with 343 articles, occurred in 2017. It is observed that the majority of publications are in the field of Business, and the top three authors with the highest number of publications are Kumar, V., Van Del Poel and Dirk, and Reinart and Werner, J. The author with the highest number of citations is Verhoef, Peter C., the country with the highest number of citations is the United States, and the institution with the highest number of citations is the Islamic Azad University. When examining the most frequently used keywords in CRM publications, "customer relationship management","crm" and "customer relationship management (crm)" are the leading expressions. However, from the 2020s onwards, keywords such as "customer engagement, social CRM, data mining, machine learning" are also observed in the studies.

Kaynakça

  • Araújo, C. C. S. de, Pedron, C. D., & Picoto, W. N. (2018). What’s Behind CRM Research? A Bibliometric Analysis of Publications in the CRM Research Field. Journal of Relationship Marketing, 17(1), 29-51. https://doi.org/10.1080/15332667.2018.1440139
  • Arslan, E. (2022). Sosyal Bilim Araştırmalarında VOSviewer ile Bibliyometrik Haritalama ve Örnek bir Uygulama. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22(Özel Sayı 2), 33-56. https://doi.org/10.18037/ausbd.1227291
  • Borah, A., Bonetti, F., Calma, A., & Martí-Parreño, J. (2023). The Journal of the Academy of Marketing Science at 50: A historical analysis. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 51(1), 222-243. https://doi.org/10.1007/s11747-022-00905-3
  • Boyack, K. W., & Klavans, R. (2010). Co-citation analysis, bibliographic coupling, and direct citation: Which citation approach represents the research front most accurately? Journal of the American Society for Information Science and Technology, 61(12), 2389-2404.
  • Del, V. P., Mele, G., Siachou, E., & Schito, G. (2021). A structured literature review on Big Data for customer relationship management (CRM): Toward a future agenda in international marketing. International Marketing Review, 39(5), 1069-1092. https://doi.org/10.1108/IMR-01-2021-0036
  • Dirik, D., Eryilmaz, I., & Erhan, T. (2023). Post-Truth Kavramı Üzerine Yapılan Çalışmaların VOSviewer ile Bibliyometrik Analizi. Sosyal Mucit Academic Review, 4(2), Article 2. https://doi.org/10.54733/smar.1271369
  • Fatouretchi, M. (2019). The art of Crm: Proven strategies for modern customer relationship management. Packt Publishing.
  • Goldenberg, B. J. (2015). The Definitive Guide to Social Crm: Maximizing customer relationships with social media to gain market insights, customers, and profits. Pearson.
  • Harrigan, P., & Miles, M. (2014). From e-CRM to s-CRM. Critical factors underpinning the social CRM activities of SMEs. Small Enterprise Research, 21(1), 99-116. Scopus. https://doi.org/10.1080/13215906.2014.11082079
  • Kumar, V., Ramachandran, D., & Kumar, B. (2021). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, 125, 864-877. https://doi.org/10.1016/j.jbusres.2020.01.007
  • Kumar, V., & Reinartz, W. (2012). Customer relationship management: Concept, strategy, and Tools. Springer.
  • Kumar, V., & Reinartz, W. J. (2018). Customer Relationship Management. Springer Texts in Business and Economics.
  • Lizano-Mora, H., Palos-Sanchez, P., & Aguayo-Camacho, M. (2021). The Evolution of Business Process Management: A Bibliometric Analysis. IEEE ACCESS, 9, 51088-51105. https://doi.org/10.1109/ACCESS.2021.3066340
  • Marchhiori, D., & Fanko, M. (2020). Knowledge Transfer in the Context of InterOrganizational Networks: Foundations and Intellectual Structures. Journal of Innovation & Knowledge, 5(2), 130-139.
  • Omerzel, D. (2016). A systematic review of research on innovation in hospitality and tourism. INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT, 28(3), 516-558. https://doi.org/10.1108/IJCHM-10-2014-0510
  • Öztürk, O., & Gürler, G. (2021). Bir Literatür İnceleme aracı Olarak Bibliyometrik Analiz.
  • Perez-Vega, R., Hopkinson, P., Singhal, A., & Mariani, M. M. (2022). From CRM to social CRM: A bibliometric review and research agenda for consumer research. Journal of Business Research, 151, 1-16. Scopus. https://doi.org/10.1016/j.jbusres.2022.06.028
  • Pritchard, A. (1969). Statistical Bibliography or Bibliometrics. Journal of Documentation, 25, 348-349.
  • Rîpa, I. A. (2022). Customer relationship management in the international context – theoretical and practical considerations. Proceedings of the International Conference on Business Excellence, 16(1), 1060-1072. https://doi.org/10.2478/picbe-2022-0098
  • Shanthi, R. (2013). Customer Relationship Management. MJP Publishers.
  • Sheth, J. N., Parvatiyar, A., & Shainesh, G. (2001). Customer relationship management: Emerging concepts, tools, and applications. Tata McGraw-Hill Pub. Co.
  • Stone, M., Woodcock, N., & Wilson, M. (1996). Managing the change from marketing planning to customer relationship management. Long Range Planning, 29(5), 675-683. https://doi.org/10.1016/0024-6301(96)00061-1
  • Swift, R. S. (2001). Accelerating customer relationships: Using Crm and relationship technologies. Prentice Hall PTR.
  • Tamosiuniene, R., & Regina, J. (2007). Customer RelationshipManagement As Business Strategy Appliance: Theoretical and Practical Dimentions. Journal of Business Economics and Management, VIII(1), 69-78.
  • Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 15(4), 404-428.
  • Van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a Computer Program for Bibliometric Mapping. Scientometrics, 84(2), 523-538.
Toplam 26 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Pazarlama (Diğer)
Bölüm Makaleler
Yazarlar

Serpil Ünal Kestane 0000-0002-7520-7247

Yayımlanma Tarihi 30 Nisan 2024
Gönderilme Tarihi 28 Kasım 2023
Kabul Tarihi 20 Şubat 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 33 Sayı: 1

Kaynak Göster

APA Ünal Kestane, S. (2024). CRM (CUSTOMER RELATİONSHİP MANAGEMENT) KAVRAMI ÜZERİNE YAPILAN ÇALIŞMALARIN VOSVIEWER İLE BİBLİYOMETRİK ANALİZİ. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 33(1), 311-329. https://doi.org/10.35379/cusosbil.1396955