Customer Relationship Management (CRM): State of the Art, Bibliometric Review of High-Quality Brazilian Production, Institutionalization of Research in Brazil and Research Agenda

Authors

  • Gisela Demo Universidade de Brasília - Programa de Pós-Graduação em Administração (PPGA)
  • Natasha Fogaça natasha.adm@gmail.com
  • Valter Ponte Universidade de Brasília - Grupo de Pesquisas em Gestão de Pessoas e Clientes
  • Thais Fernandes Universidade de Brasília - Grupo de Pesquisas em Gestão de Pessoas e Clientes
  • Humberto Cardoso Universidade de Brasília - Grupo de Pesquisas em Gestão de Pessoas e Clientes

Keywords:

Customer relationship management (CRM). Bibliometric review. Brazilian production in the 2001-2013 period. Institutionalization of research on CRM in Brazil. Research agenda.

Abstract

It is a consensus among the major authors in the field of Customer Relationship Management (CRM), or relationship marketing, the importance of strategic management of relationships between organizations and their customers, especially in the context of increasing competitiveness. Thus, this study aims to build an overview of studies on CRM, presenting the results of a bibliometric review that covers a synthesis of the state of the art and also the empirical studies produced in Brazilian high-quality journals (? Qualis CAPES B1) in the 2001-2013 period to highlight the production in the new millenium. Such analysis allowed the design of a research agenda as well as the institutionalization of research on CRM in Brazil. The information extracted from the papers to be analyzed were: journal name, year of publication, the study characterization, home institutions of the authors and the most studied issues in the CRM theme and for the empirical studies, we added the study nature, the industry researched, its core business, data collection instruments used by researchers and the methods of data analysis performed. Fifty-two papers were found. Among journals, REAd, RAC and Faces are those with more papers on CRM and the University of Sao Paulo was the institution that led the publications in the analyzed period. CRM in the B2C (business-to-consumer) context and its related variables (eg., satisfaction and loyalty) were the issues most worked in the papers whose majority consisted of empirical studies, quantitative in nature, and focusing on the private sector economy, especially in the banking and retail branches. The results indeed pointed to the strategic importance to organizations of studies on CRM, which was demonstrated by an increase in the interest of researchers on the subject, considering the creation of research groups in Brazil and its scientific, technical and advisory production indicators from the database of the Lattes Platform.

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Author Biographies

Gisela Demo, Universidade de Brasília - Programa de Pós-Graduação em Administração (PPGA)

Doutora em Psicologia Organizacional pela Universidade de Brasília (UnB). Pós-doutorado em Management & Organizations pela Anderson School of Management da University of California, Los Angeles (UCLA). Professora e pesquisadora do Departamento de Administração e do Programa de Pós-Graduação em Administração da UnB. Líder do Grupo de Pesquisas em Gestão de Pessoas e Clientes (GP2C) da UnB.

Natasha Fogaça, natasha.adm@gmail.com


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Additional Files

Published

2015-11-03

Issue

Vol. 16 No. 5 (2015)

Section

Resources and Entrepreneurial Development

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