THE EVOLUTION AND CHALLENGES OF CRM IMPLEMENTATION IN THE INDIAN DIGITAL ECONOMY REFERENCE THROUGH SYSTEMATIC LITERATURE REVIEW
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Abstract
This study aimed to explore the evolution and challenges in CRM implementation in the digital economy era. Using an SLR approach and the PRISMA protocol, an analysis was conducted on 36 relevant articles from 2010 to 2024. The findings indicate a significant increase in CRM adoption across various industrial sectors, with a particular emphasis on the growing use of CRM among SMEs over the past decade. The study's findings suggest that CRM implementation has a significant positive impact on company performance. The adoption of CRM enables companies to enhance customer loyalty, operational efficiency, and innovation in products and services. However, challenges related to implementation costs, data security, and users' lack of technological knowledge remain key obstacles that need to be addressed. The study underscores the importance of investing in CRM technology and security systems to protect customer data.
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Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 9
Review Rounds:
2
Article Type:
Research Article
Publication Date:
Sep 30 2026
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Badode, K. B. & Dighe, D. N. (2026). The Evolution and Challenges of CRM Implementation in the Indian Digital Economy Reference through Systematic Literature Review. International Journal of Science, Strategic Management and Technology, 02(9), 1-9. https://doi.org/10.55041/ijsmt.v2i9.018
Badode, Kedarnath, and Dr.Navnath Dighe. "The Evolution and Challenges of CRM Implementation in the Indian Digital Economy Reference through Systematic Literature Review." International Journal of Science, Strategic Management and Technology, vol. 02, no. 9, 2026, pp. 1-9. doi:https://doi.org/10.55041/ijsmt.v2i9.018.
Badode, Kedarnath, and Dr.Navnath Dighe. "The Evolution and Challenges of CRM Implementation in the Indian Digital Economy Reference through Systematic Literature Review." International Journal of Science, Strategic Management and Technology 02, no. 9 (2026): 1-9. https://doi.org/https://doi.org/10.55041/ijsmt.v2i9.018.
References
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- Kumar, P., & Mokha, A. K. (2021). Relationship between E-CRM, Customer Experience, Customer Satisfaction and Customer Loyalty in Banking Industry: A Review of Literature. RESEARCH REVIEW International Journal of Multidisciplinary, 6(2), 127–137. https://doi.org/10.31305/rrijm.2020.v06.i02.022
- Agarwal, P., & Gupta, A. (2024). Cybersecurity Strategies for Safe ERP/CRM Implementation. 2024 3rd International Conference on Artificial Intelligence for Internet of Things, AIIoT 2024. https://doi.org/10.1109/AIIoT58432.2024.10574707
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