Analysis and visualization of indexed scientific products in the field of CRM based on the Web of Science database in the West Asian region

Objective: The aim of this study is to analyze the indexed scientific productions related to the field of Customer Relationship Management (CRM) based on the Web.AV.Science database in the West Asian region along with drawing a scientific map of this field. Also, the study seeks to analyze thematic clusters related to Customer Relationship Management in the West Asian region.

Methodology: This research is of an applied type and has been conducted with a scientometric approach. The statistical population of this study includes 5004 information records of scientific productions related to Customer Relationship Management in West Asia that have been indexed from 1996 to December 2024. The data collection tool is the advanced search strategy in the subject section of this database, which extracts records based on language, country, author, year of publication, institution and university. In analyzing the collected data, Visiovere and UCNet scientometric software have been used. These tools allow for the visualization of research networks, analysis of institutional and author participation, and examination of subject and citation trends.

Findings: The findings showed that among West Asian countries, India ranks first with 919 records, followed by Saudi Arabia with 880 records and the United Arab Emirates with 336 records. Iran ranks fourth with 308 records. Among universities, IIT Bombay ranks first with 86 records and IIT Delhi ranks second with 59 records. Also, among authors, S. Chatterjee with 32 records and R. Chowdhury with 28 records, both from India, rank first and second. The highest scientific production was recorded in 2015 with 299 information records. The most indexed articles are related to the subject of business economics with 2434 articles. After that, the fields of computer science with 1793 articles and engineering technology with 955 articles are in the next ranks. Among the journals, the IAE journal ranks first with 640 articles. Also, Elsevier with 618 articles and Spring Nature with 518 articles have been assigned the second and third ranks respectively. The findings indicate that the most frequent keywords in this subject area include customer relationship management with 1600 repetitions. After that, CRM with 500 repetitions and data mining with 310 repetitions. Also, keywords related to customer relationship management in West Asia are classified into 7 clusters, each cluster emphasizing a specific aspect of this field. The customer relationship management cluster has a more prominent continuity and includes various technical and managerial topics including data mining, artificial intelligence, customer loyalty and customer satisfaction. On the other hand, the relationship between customer relationship management and artificial intelligence shows that researchers are paying attention to the role of new technologies in improving customer relationship management. Also, the relationship between data mining and customer churn prediction shows that data mining can be used to predict customer behavior and prevent them from leaving the organization.

Conclusion: The results show that the field of customer relationship management in West Asia, as a multidimensional research field, is closely related to new technologies, data analysis, and customer behavior. Thus, research in the field of customer relationship management in West Asia is continuously growing and researchers are increasingly looking for new solutions to improve the field of customer relationship management.