Mapping customer relationship management research in higher education : trends and future directions

Customer relationship management (CRM) has become a critical strategy for higher education institutions (HEIs) to enhance student engagement, institutional efficiency, and digital transformation. Despite its growing adoption, the evolution of CRM research in HEIs, including key contributors, dominant themes, and emerging trends, remains underexplored. This study conducts a bibliometric analysis of Scopus-indexed publications (2014-2024) to map the intellectual landscape of CRM research in higher education. Using Biblioshiny with Bibliometrix version 4.0 and VOSviewer version 1.6.20, this study analyzes publication trends, influential authors and institutions, keyword networks, and thematic developments. The findings indicate a transition from early research on service quality and academic reputation to advanced themes such as AI-driven CRM strategies, multi-channel communication, and social media analytics. While the United Kingdom, India, and Indonesia emerge as leading contributors, gaps persist in cross-cultural CRM applications, the integration of emerging technologies, and the development of standardized evaluation frameworks. This study contributes to CRM scholarship by mapping research trajectories, identifying underexplored areas, and offering actionable insights for future studies. It highlights the expanding role of CRM beyond student engagement, encompassing education quality, labor market, employment growth, technological progress and AI-driven decision-making. These findings emphasize the need for interdisciplinary approaches and robust academic performance to maximize CRM's strategic potential in higher education.