Customer Relationship Management a Decision Support System: Bibliometric Analysis 1990–2023

A decision support system (DSS) that incorporates customer relationship management (CRM) can help businesses make more informed decisions about their customers and improve their overall customer experience. CRM provides business insight to various levels of management to take day-to-day operation decisions to strategic management level decisions. The study aims to analyze 4,982 publications indexed in SCOPUS between 1990 and 2023 by keyword threshold in customer relationship management (CRM) and decision support systems (DSS). Bibliometric analysis is made for the science mapping technique by the VOSviwer application based on the number of documents per year, author, affiliation, country, citations, type, subject area, and keywords. The finding was that the year 1990 had the first publication in DSS; author Smith, A.D., defined 47 publications; Robert Morris University, with a higher affiliation, is located in Pennsylvania, United States of America, and the major 998 publications Computer Science had a total of 2339 publications, which was 27.7% more than other sectors. Article publications were indexed in 43.9% of publications. The future implications of CRM as a decision support system for operations are likely to involve greater personalization, multi-channel integration, increased use of data analytics, more automation, and increased collaboration. One potential novelty idea based on the findings of this study could be to develop a decision support system that incorporates machine learning and artificial intelligence to provide even more advanced insights into customer relationship management. This system could analyze customer data from multiple sources, including social media, website behavior, and purchase history, to provide personalized recommendations and insights for businesses. Additionally, the system could use natural language processing to analyze customer feedback and sentiment analysis to provide businesses with a better understanding of their customers’ needs and preferences. This more advanced decision support system could help businesses stay ahead of the competition and provide an even better customer experience.