Customers and Employees’ Perception Toward CRM Practices Adopted by Banks: A Bibliometric Analysis

Banks in India have been using CRM to understand diverse needs of banking customers and even trying to use the strategy of relationship building with the customers for attracting new customers and retaining existing customers. However, convincing customers for technology adoption to interact with bank is a major challenge. The objective of this research is to assess the progress made in the field of CRM in banking. This study aims to provide readers with a full understanding of the current dynamics and shed light on the current status of the literature pertaining to CRM in banking sector. Furthermore, this study offers a comprehensive examination of the existing body of literature on CRM in banking through the utilization of bibliometric analysis. The Scopus database was utilized for data collecting in this study. The database utilized for this research consisted of a total of 418 documents spanning the years 1998 to 2023. This study examines the theoretical foundations, publication patterns, and citation trends within this field. Additionally, the study investigates commonly referenced journals, frequently employed research keywords, and the formation of research clusters. Based on an analysis conducted using Scopus, it has been determined that the domains of management and business research in the India hold significant prominence in the examination of CRM studies. The analysis was conducted using VOSviewer, which revealed that research on CRM has exhibited inconsistent progress in scholarly publications.