International Journal For Multidisciplinary Research

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

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Bibliometric Analysis of CRM Practices and Their Descendants: Impact on Business Outcomes and Strategic Development

Author(s) Jagriti Ojha, Mini Arrawatia
Country India
Abstract The current research The current research performs a bibliometric analysis of Customer Relationship Management (CRM) practices and their offspring, looking at their contributions to business performance and strategic formation. Based on data obtained from the Scopus database, it provides an extensive view of the scholarly environment, identifying primary trends, popular studies, and upcoming themes in CRM. The analysis employs biblioshiny and VOSviewer, two advanced tools for data visualization and citation network analysis, to map the structure of CRM research and trace its evolution across different dimensions. The paper explores how CRM practices have influenced organizational performance, customer satisfaction, and strategic growth over time, while also identifying the "descendants" of CRM, such as newer methodologies and technologies that have evolved from traditional CRM approaches. Key findings reveal significant clusters of research on CRM’s impact on customer loyalty, digital transformation, and data-driven marketing strategies. The study also highlights gaps in the literature, offering future research directions for scholars and practitioners seeking to explore the next frontier in CRM practices. By combining bibliometric techniques with visualization tools, this paper contributes to a comprehensive understanding of CRM’s role in shaping business outcomes and strategic decision-making in a rapidly changing business environment.a bibliometric analysis of Customer Relationship Management (CRM) practices and their offspring, looking at their contributions to business performance and strategic formation. Based on data obtained from the Scopus database, it provides an extensive view of the scholarly environment, identifying primary trends, popular studies, and upcoming themes in CRM. The analysis employs biblioshiny and VOSviewer, two advanced tools for data visualization and citation network analysis, to map the structure of CRM research and trace its evolution across different dimensions. The paper explores how CRM practices have influenced organizational performance, customer satisfaction, and strategic growth over time, while also identifying the "descendants" of CRM, such as newer methodologies and technologies that have evolved from traditional CRM approaches. Key findings reveal significant clusters of research on CRM’s impact on customer loyalty, digital transformation, and data-driven marketing strategies. The study also highlights gaps in the literature, offering future research directions for scholars and practitioners seeking to explore the next frontier in CRM practices. By combining bibliometric techniques with visualization tools, this paper contributes to a comprehensive understanding of CRM’s role in shaping business outcomes and strategic decision-making in a rapidly changing business environment.
Keywords CRM Practices, Customer Loyalty, customer satisfaction, Business Outcomes.
Field Business Administration
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-09-20
DOI https://doi.org/10.36948/ijfmr.2026.v08i05.87994
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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