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Purpose – The main purpose of this paper is to add to the image of CRM research by identifying trends and topics, using the perspective of CRM when it is divided into the four separate branches, namely those of Strategic CRM, Analytical CRM, Operational CRM and Collaborative CRM. In addition to this, the purpose is to identify under-researched areas in the body of CRM research in which there are research questions requiring to be addressed by means of further research.

Design/methodology/approach – A review is made of articles in three major journals.

Findings – The development of the number of CRM articles published in the journals signals a maturity within the CRM research field. Articles on Strategic and Analytical CRM dominate the research in this field. The focus has changed from Analytical to Strategic CRM, which is the most popular branch by the end of the period reviewed. There is a paucity of research with a resource based view in Strategic CRM. There is a large scale bias in CRM research.

Research implications - Three implications for future research on CRM are noted: 1. There is need for more research within the area of Operational CRM and Collaborative CRM. 2. There is a need for research with a resource based view on CRM. 3. There is a need for more research on CRM in SMEs, using a frame of reference that accounts for SME features.

Originality/value – The paper presents an image of the development of the CRM research field using an image of CRM that is well established, yet which has not been used in earlier literature reviews. It also points to the development of the CRM research field during the past two decades, including an increased focus on Strategic CRM. Furthermore, it points to voids in CRM research that call for further studies.

Paper type – Literature review.