Özet:

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.