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Customer relationship management and its impact on innovation: A literature review

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  • Guerola-Navarro, Vicente
  • Gil-Gomez, Hermenegildo
  • Oltra-Badenes, Raul
  • Sendra-García, Javier

Abstract

In today's dynamic, changing market, customer relationship management supported by a powerful technological solution for business management such as Customer Relationship Management (CRM) is essential for business success. It has proven to be one of the fastest growing technological solutions due to the impact of its implementation on the return on investment. This article presents an exhaustive review of previously published findings and studies the reality of CRM in business through a qualitative, descriptive approach, reviewing the present-day literature on the impact of CRM in the modern business environment. This article reviews the 17 most recent and most relevant studies on how CRM affects the development of Business Innovation policies, focusing on the period from 2015 to 2019.

Suggested Citation

  • Guerola-Navarro, Vicente & Gil-Gomez, Hermenegildo & Oltra-Badenes, Raul & Sendra-García, Javier, 2021. "Customer relationship management and its impact on innovation: A literature review," Journal of Business Research, Elsevier, vol. 129(C), pages 83-87.
    • Handle: RePEc:eee:jbrese:v:129:y:2021:i:c:p:83-87
    DOI: 10.1016/j.jbusres.2021.02.050
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    References listed on IDEAS

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    1. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    2. Arash Rezazadeh & Niloofar Nobari, 2018. "Antecedents and consequences of cooperative entrepreneurship: a conceptual model and empirical investigation," International Entrepreneurship and Management Journal, Springer, vol. 14(2), pages 479-507, June.
    3. Snyder, Hannah, 2019. "Literature review as a research methodology: An overview and guidelines," Journal of Business Research, Elsevier, vol. 104(C), pages 333-339.
    4. Raul Oltra-Badenes & Hermenegildo Gil-Gomez & Vicente Guerola-Navarro & Pau Vicedo, 2019. "Is It Possible to Manage the Product Recovery Processes in an ERP? Analysis of Functional Needs," Sustainability, MDPI, vol. 11(16), pages 1-16, August.
    5. Fariborz Damanpour, 1996. "Organizational Complexity and Innovation: Developing and Testing Multiple Contingency Models," Management Science, INFORMS, vol. 42(5), pages 693-716, May.
    6. Shampy Kamboj & Mayank Yadav & Zillur Rahman & Praveen Goyal, 2016. "Impact of Social CRM Capabilities on Firm Performance: Examining the Mediating Role of Co-Created Customer Experience," International Journal of Information Systems in the Service Sector (IJISSS), IGI Global, vol. 8(4), pages 1-16, October.
    7. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "Correction to: S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 186-186, January.
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    Cited by:

    1. Guerola-Navarro, Vicente & Oltra-Badenes, Raul & Gil-Gomez, Hermenegildo & Iturricha Fernández, Agustín, 2021. "Customer relationship management (CRM) and Innovation: A qualitative comparative analysis (QCA) in the search for improvements on the firm performance in winery sector," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    2. Ahmed Attia, 2023. "Effect of Sustainable Supply Chain Management and Customer Relationship Management on Organizational Performance in the Context of the Egyptian Textile Industry," Sustainability, MDPI, vol. 15(5), pages 1-16, February.
    3. Katarzyna Goldmann & Aleksander Zawadzki, 2022. "Financial Sector Analysis of Companies in the Energy Industry Listed on the Warsaw Stock Exchange," Energies, MDPI, vol. 15(22), pages 1-23, November.
    4. Alexandra Christopoulou & Panos Gialelis, 2021. "Addressing the Challenge of Customer Management for SMEs," SPOUDAI Journal of Economics and Business, SPOUDAI Journal of Economics and Business, University of Piraeus, vol. 71(3-4), pages 68-85, July-Dece.
    5. Fahim ul Amin & Qingkai Ji & María del Carmen Valls Martínez & Qian-Li Dong & Shamsa Kanwal & Iram Zulfiqar, 2023. "The Moderating Effect of Customer Relationship on Supply Chain Risk Management and Organization Performance in Logistics Sector of Pakistan," SAGE Open, , vol. 13(1), pages 21582440231, March.
    6. Raul Oltra-Badenes & Vicente Guerola-Navarro & José-Antonio Gil-Gómez & Dolores Botella-Carrubi, 2023. "Design and Implementation of Teaching–Learning Activities Focused on Improving the Knowledge, the Awareness and the Perception of the Relationship between the SDGs and the Future Profession of Univers," Sustainability, MDPI, vol. 15(6), pages 1-20, March.
    7. Simona-Valentina Pașcalău & Felix-Angel Popescu & Gheorghina-Liliana Bîrlădeanu & Iza Gigauri, 2024. "The Effects of a Digital Marketing Orientation on Business Performance," Sustainability, MDPI, vol. 16(15), pages 1-30, August.
    8. Georgeta Soava & Anca Mehedintu, 2023. "Final Energy Consumption—Growth Nexus in Romania Versus the European Union: A Sectoral Approach Using Neural Network," Energies, MDPI, vol. 16(2), pages 1-34, January.
    9. Cheng-Feng Cheng & Chien-Che Huang & Ming-Chang Lin & Ta-Cheng Chen, 2023. "Exploring Effectiveness of Relationship Marketing on Artificial Intelligence Adopting Intention," SAGE Open, , vol. 13(4), pages 21582440231, December.

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