- Article
Mapping Customer Relationship Management Research in Higher Education: Trends and Future Directions
- Fithriyyah Shalihati,
- Ujang Sumarwan,
- Hartoyo Hartoyo and
- Lilik Noor Yuliati
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 res...

