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

Yıl 2024, Cilt: 33 Sayı: 1, 311 - 329, 30.04.2024

Serpil Ünal Kestane

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.

Anahtar Kelimeler

Customer Relationship Management, CRM, Bibliyometrik Analiz, Vosviewer

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

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.

Anahtar Kelimeler

Customer Relationship Management, CRM, Bibliyometric Analysis, Vosviewer

Kaynakça

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