Business, Management and Accounting
2 years ago

21st Century CRM Revolutionizes Marketing, Finance, and Supply Chain Performance

International Journal of Research In Commerce and Management Studies
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN THE 21ST CENTURY: A REVIEW
Ngo Minh Trung

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Customer relationship management (CRM) in the 21st century focuses on using technology like e-CRM and s-CRM to improve business performance in areas like marketing and finance. Studies from 2010-2021 show a strong interest in CRM in service and commerce sectors. However, there is limited research on theoretical perspectives, internal CRM, and 4.0 technology adoption in CRM. The review aims to give an overview of current CRM research and suggests areas for future study.