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Comparative study of customer relationship management research from East Asia, North America and Europe: A bibliometric overview

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Abstract

Customer relationship management (CRM) has become a critical research topic for scholars and practitioners, yet most existing CRM research overviews depend on the authors’ subjective judgements and are limited to the marketing field, making it difficult to comprehensively understand CRM research. This study combines a quantitative bibliometric methodology with qualitative systematic analysis and provides a comprehensive CRM roadmap with a broad disciplinary scope. Using datasets from the Web of Science (WoS), this study conducts a co-word analysis of 1971 publications on CRM from East Asia, North America and Europe. The results suggest that CRM studies differ across regions: eastern studies emphasize utilizing technologies to develop CRM, and western studies focus on the effects of CRM programmes on outcomes. Based on the bibliometric analysis and CRM studies, this study provides a list of systematic questions worthy of being explored as it can provide insight for researchers and practitioners.

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Notes

  1. Though we searched for CRM publications from a broad disciplinary perspective, we accumulated more foundational research and published studies in the marketing domain than in other domains, so we conduct the review of the CRM literature from a marketing perspective.

  2. Due to the lack of available data, we were able to access data from SSCI only beginning in 1996. However, when we searched for relevant CRM articles published before 1996 using Google Scholar, we found few suitable articles associated with CRM, so this should have a minimal effect on the results of our analysis.

  3. For example, in a recent paper published in EM, the first author Xiaofei Cao lists her address as “Hefei University of Technology, Hefei 230,009, China”. We therefor assign this publication to China, which is located in the East Asia region.

  4. We are grateful to the editor for making the suggestion to define the data classification and illustrate the consistency between the authors’ addresses and the context of the data analysed in the selected papers. For example, a paper from Korea that analyzed survey data from the USA was classified as East Asian. Another paper with authors from France and the USA, which analyzed data from Australia, was classified as European and North American, based on the location of the authors. A paper from the USA that analyzed data from India was classified as North American. A paper from Germany and USA that analyzed data from both these two countries was classified as European and North American. Since most articles’ data location coincided with authors’ location, the different classification methods, based on the location of the data or the location of the first author, made no difference to the results.

  5. We consider that China, Taiwan (China), South Korea and Japan belong to East Asia; the USA and Canada belong to North America; and England, Germany, Spain, the Netherlands, Italy and France belong to Europe. We removed papers from other continents.

  6. The formula for calculating betweenness centrality is \( \sum \limits_{i\ne j\ne t}\frac{n_{jt}^i}{g_{jt}} \), where gjt is the total number of shortest paths from node j to node t and \( {n}_{jt}^i \) is the number of shortest paths from node j to node t going through node i (Chen 2005).

  7. The formula for calculating the Cosine coefficient is \( \frac{C_{ij}}{\sqrt{C_i{C}_j}} \), where Cij is the co-occurrence frequency of node i and j; Ci is the occurrence frequency of node i; and Cj is the occurrence frequency of node j (Ronda-Pupo and Guerras-Martin 2012).

  8. In this study, a burst represents a surge in the frequency of a keyword in a specific time period. We obtain a total of 12, 6 and 8 keywords with bursts; these keywords are in studies from East Asia, North America and Europe, respectively, from 1996 to 2017.

  9. We are grateful for the reviewer’s constructive suggestion to systematically list open questions and provide useful insights into research directions for researchers and practitioners.

  10. We thank for the editor’s constructive suggestion and take the challenges and adverse consequences the CRM has into account.

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Acknowledgements

This work was supported by National Natural Science Foundation of China (71972175) and National Key R&D Program of China (2017YFB1400500). The authors thank the editor and two anonymous reviewers for their helpful comments.

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Authors and Affiliations

  1. School of Economics and Management, University of Chinese Academy of Sciences, Zhongguancun Road No. 80, Beijing, 100190, China

    Wei Liu & Hong Zhao

  2. School of Economics and Management, Beijing Information Science and Technology University, Qinghexiaoying East Road No. 12, Beijing, 100192, China

    Zongshui Wang

  3. Academy of Mathematics and Systems Science, University of Chinese Academy of Sciences, Yuquan No. 19, Beijing, 100049, China

    Zongshui Wang

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Correspondence to Zongshui Wang.

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Liu, W., Wang, Z. & Zhao, H. Comparative study of customer relationship management research from East Asia, North America and Europe: A bibliometric overview. Electron Markets 30, 735–757 (2020). https://doi.org/10.1007/s12525-020-00395-7

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