Online customer relationship management: A systematic review and a future research agenda

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Online relationship management impacts business performance, identifying significant areas for improvement and inquiry.
The study highlights key gaps including the lack of mixed-methods approaches and underexplored variables related to customer engagement.
Using the PRISMA methodology, the analysis focused on empirical studies across diverse contexts to aim for comprehensive insight.
Findings point to the need for deeper investigation into customer interactions, urging future research to fill existing literature gaps.

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Systematic review reveals gaps in online relationship management and business performance, suggesting mixed-methods may enhance research quality.

Ziky et al. (2025) studied this question.

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Systematic review reveals gaps in online relationship management and business performance, suggesting mixed-methods may enhance research quality.