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@article{192522,
        author = {Aliza Alam and Rishit Bhatnagar and Akshay Parashar and Gaveesh Singla and Zia Shah},
        title = {Customer Acquisition and Retention in CRM: A Bibliometric Study with Evidence from Netflix},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {1907-1912},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=192522},
        abstract = {CRM has become imperative in very competitive digital markets because companies need not only to get customers, but also to develop long-term relationships. The increasing customer demands have compelled organizations to pursue customer-centric approaches with customer satisfaction being a major focus of converting the new customers into loyal customers. This paper evaluates the dependence between customer acquisition, customer satisfaction, and CRM using a bibliometric review of over twenty-five peer-reviewed articles that were identified using Google Scholar. Reference management was done with the help of Zotero, and VOSviewer was employed to create maps of co-authorship and co-occurrence of keywords to analyse the social and conceptual structure of CRM research. The outcomes indicate that CRM studies are very interrelated, and the leading themes in the studies are customer satisfaction, customer retention, digital CRM, machine learning, and data-driven decision-making. The trends in publications also show that the number of technologies used in CRM research has grown dramatically since 2018.These conclusions were used in the real-life case of Netflix. The use of customer data, the recommendation system, and individualized engagement is closely related to the prevailing research topics of CRM in Netflix. Its CRM approach combines customer acquisition, customer satisfaction and retention based on analytics and machine learning in order to enhance customer experience and decrease churn. In general, the analysis supports the idea that the recent CRM has developed into an intelligent system where customer satisfaction connects the acquisition process with long-term relationships performance, and it generates the long-term competitive advantage within digital markets.},
        keywords = {Customer lifetime value, customer relationship management, bibliometric analysis.},
        month = {February},
        }