A systematic review of the dark side of CRM: the need for a new research agenda

Bang Nguyen, Faten Jaber, Lyndon Simkin

    Research output: Contribution to journalArticlepeer-review

    13 Citations (Scopus)

    Abstract

    Technology provides businesses with the opportunity to better engage with customers, but the speed and scope of transformation in customer management have triggered a dark side, affecting people, companies and societies. Research is needed to structure and manage the dark side concept more systematically, considering aspects of dark side behaviours in relation to customer relationship management. Marketers frequently cite research on surveillance, cyber resilience, the dark web, theft by customers/staff, the illicit monetisation of data to third parties, and many other topics as examples of the dark side. The paper reviews the current state of the research and practice regarding the dark side of CRM and explores the dimensions and consequences. A conceptual framework is devised, which captures four important drivers of the dark side–namely unfairness, distrust, opportunism and lack of transparency. The theoretical and managerial implications are discussed.

    Original languageEnglish
    Pages (from-to)93-111
    Number of pages19
    JournalJournal of Strategic Marketing
    Volume30
    Issue number1
    Early online date12 Jun 2020
    DOIs
    Publication statusPublished - 2 Jan 2022

    Keywords

    • Dark side
    • relationship marketing
    • customer management
    • distrust
    • unfairness
    • CRM

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