International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 4
July-August 2026

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Mapping CRM and Customer Retention Research (2015–2026): PICO- Guided Review with ROBINS-I

Author(s) Ms. Jagriti Ojha, Dr. Mini Arrawatia
Country India
Abstract In the digital economy, customer retention has become one of the most important overall strategic concerns as it is driven by increased competition and the rapid growth of customer-related data. Given this context, research in customer relationship management (CRM) has increasingly focused on the use of analytics, artificial intelligence (AI) and predictive modelling in supporting customer retention. The aim of this study is to systematically review and critically synthesize the existing empirical research in CRM and customer retention that has been published between 2015 and January 2026. The study uses an integrated methodological approach that incorporates bibliometric science mapping, structured evidence synthesis using an adapted PICO framework, and assessment of the methodological quality of reviewed studies with an adapted ROBINS-I tool.
On the basis of a PRISMA-compliant search of the Scopus database, a total of 44 studies were included in the systematic review and bibliometric analysis. Bibliometric analysis results demonstrate a significant increase in analytics and AI-driven CRM research and a clear emphasis on using these tools to predict customer churn and model customer behaviour. The evidence synthesis also revealed that some CRM interventions such as predictive analytics, social CRM and relationship-based strategies are generally associated with improved retention outcomes. However, assessment of methodological bias revealed that most studies have moderate to high bias potential due to confounding factors and the dominance of cross-sectional and observational designs. Thus, while positive relationships between CRM interventions and customer retention are well-documented, there is still limited strong evidence of a causal relationship between these variables.
Keywords Customer Relationship Management (CRM), Customer Retention, Bibliometric Analysis, PICO Framework, ROBINS-I.
Field Business Administration
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-08-21
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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