Anais
Resumo do trabalho
Marketing · Comportamento do Consumidor
Título
Customer Relationship Management in the Banking Sector: Trajectories, Trends, Challenges, and Emerging Research Opportunities in an Increasingly Digital Environment
Palavras-chave
Relationship Marketing
Customer Relationship Management
Literature Review
Autores
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Yuri de Souza Odaguiri EnesUNIVERSIDADE DE BRASÍLIA (UNB)
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Gisela DemoUNIVERSIDADE DE BRASÍLIA (UNB)
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Thaiyan Sun ZulatoUNIVERSIDADE DE BRASÍLIA (UNB)
Resumo
Introdução
The technological advancements of recent decades, coupled with increasing digitization, have profoundly influenced consumption patterns and service delivery models. This imperative for transformation has particularly affected the banking industry, which has faced a critical juncture characterized by intensified competition from new market entrants and a marked decline in profitability margins. In response to this context, customer retention strategies gained prominence, positioning relationship marketing as a key tool for achieving customer loyalty and competitive differentiation.
Problema de Pesquisa e Objetivo
This context raises questions regarding the evolution of banks' relationship marketing strategies, particularly considering technological advancements and the increasing digitalization of banking services. However, despite the relevance of this topic, the literature reveals a lack of reviews specifically focused on customer relationship management within the banking sector. This study aims to map the key theoretical and practical contributions of scientific literature on relationship marketing in the banking industry.
Fundamentação Teórica
Relationship marketing has gained increasing prominence for its role in building and maintaining long-term customer relationships. Within this scope, Customer Relationship Management (CRM) represents a more targeted approach, combining the potential of digital information and communication technologies with relationship marketing strategies. This synergy has significantly enhanced brand equity and overall customer experience. Considering the ongoing and accelerating digitalization of the banking sector, further comprehensive research is strongly warranted.
Metodologia
To achieve the objective of the research, a systematic literature review supported by bibliometric analyses was conducted following the PRISMA protocol. A total of 149 articles were retrieved from the Web of Science and Scopus databases, with no time restrictions applied. The analyses were conducted using VosViewer software and the Bibliometrix package in RStudio, along with a comprehensive reading and examination of all selected articles. This combination of techniques provided a robust and well-grounded assessment of the scientific field of relationship marketing within the banking context.
Análise dos Resultados
The analysis of articles in the final sample revealed a clear and growing trend in publications addressing relationship marketing within the banking sector. The literature’s theoretical framework was mapped, highlighting influential studies and prevailing methodologies. These findings emphasize the consolidation of Customer Relationship Management (CRM) and the relational perspective as key drivers in the banking market. Moreover, examining prominent themes, challenges, and emerging research opportunities enabled the development of a future research agenda to advance the scientific field.
Conclusão
Relationship marketing has proven to be a central component of the strategies implemented by financial institutions, underscoring its relevance both in academic research and market practice. The field has reached a notable level of maturity within the banking context, particularly through the adoption of customer centricity and the delivery of greater value and enhanced experiences as core principles. Based on the study's findings, this work contributes to defining key starting points for theoretical advancement and offers guidance for future research endeavors.
Contribuição / Impacto
This study is relevant in mapping the trajectories of scientific production on the topic, serving as a foundation for the development of a future research agenda in the field. The findings highlight the main trends in the area, outlining its theoretical and empirical structures while identifying gaps that support further investigation. In doing so, the study enhances the understanding of relationship strategies within the banking sector, contributing to the advancement of academic literature and informed decision-making by managers and practitioners operating in this rapidly evolving industry.
Referências Bibliográficas
Kumar, P., Mokha, A. K., & Pattnaik, S. C. (2022). Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: Evidence from the banking industry. Benchmarking: An International Journal, 29(2), 551–572.
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., et al. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. Systematic Reviews, 10, 89.
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., et al. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. Systematic Reviews, 10, 89.