Bibliometric analysis of customer relationship management studies in the literature

In today's world, very rapid changes are taking place regarding the conditions in the market in which companies operate and customer preferences and expectations. The increasing number of competitors in the markets is a major threat for companies. The ability of companies to survive in changing world conditions depends on adapting to these conditions, protecting their main focus and even increasing the number of their customers. Companies now have to be customer-oriented and they need to create value for the customer in order to create value for themselves. "Customer Relationship Management" approach stands out here. A good understanding of this approach is critical for companies. In this study, "Customer Relationship Management" approach is investigated in detail. In the first chapter, a detailed conceptual framework is drawn by presenting all the fundamental and state-of-the-art information about this approach and research methodology is mentioned. The purpose and importance of the research, scope, data collection and methodology are explained. In the third section, analysis and findings are mentioned. In this study, bibliometric analysis method was used. The publications about "Customer Relationship Management" in Web of Science index were searched and statistics were presented including the number of publications, the types of publications, the countries, researchers and journals. Then, the first 10 articles with the highest number of citations in this field were examined in terms of number of citations, method and contributions. In the conclusion, the findings of the study are summarized and suggestions for future studies are made. Keywords: Customer Relationship Management, ERP, B2B, B2C, Data Mining.