Customer relations management research: an assessment of sub field development and maturity

MIS research into electronic commerce customer relations management (ECCRM) has received a great deal of attention over the last five years. This study investigates the status and maturity of this emerging sub field through an exhaustive literature review from all available conference proceedings and journals from the first published article (1984) until the end of the first quarter 2000. Results of the study of 211 articles indicate a number of interesting trends, which should be of concern to IS researchers in this area and in MIS on the whole. First, exploratory surveys dominate the research literature, which in itself may be problematic. However, even more troubling is the fact that the majority of the survey instruments were either not validated, or the authors did not think it important to include validation procedures within their papers. Second, little theory has been developed and few empirical studies use hypothesis testing. Third, there is little cumulative tradition emerging, as each study develops a new conceptual model, new constructs and new instruments. Finally, the news is not all bad; on the whole ECCRM literature has employed a wide range of research methods, constructs and variables. Although the sub field of ECCRM is young, it is growing rapidly and professional activity within the IS research community illustrates its emerging importance.