ENTERPRISE RESOURCE PLANNING AND CUSTOMER RELATIONSHIP MANAGEMENT INTEGRATION: A SYSTEMATIC REVIEW OF ADOPTION MODELS AND ORGANIZATIONAL IMPACT

Abstract

In the era of big data, the integration of Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) systems has emerged as a strategic necessity for organizations seeking to enhance operational efficiency, drive intelligent decision-making, and deliver personalized, customer-centric service experiences. As enterprises increasingly prioritize real-time responsiveness and cross-functional coordination, integrated ERP-CRM platforms serve as foundational tools that unify internal operations with external engagement. This systematic review investigates the current landscape of ERP-CRM integration by examining existing adoption frameworks and assessing their impact on organizational performance and strategic agility. Using PRISMA guidelines, a total of 94 peer-reviewed journal articles published between 2013 and 2022 were systematically selected from databases including Scopus, Web of Science, and IEEE Xplore. The literature is categorized into three primary thematic domains: (1) technological, organizational, and environmental (TOE) drivers influencing ERP-CRM integration; (2) implementation frameworks including agile, hybrid, cloud-based, and open-source models tailored to varying enterprise contexts; and (3) organizational outcomes such as productivity improvements, enhanced customer retention, data-driven culture, and value chain synchronization. The findings reveal that integration success is heavily influenced by factors such as digital infrastructure readiness, executive leadership involvement, user training, and cross-departmental collaboration. Big data analytics emerges as a transformative enabler, allowing organizations to leverage real-time dashboards, predictive algorithms, and AI-enhanced insights for strategic decisions and customer engagement. However, significant challenges persist, including fragmented data architectures, interoperability constraints, high implementation and maintenance costs, and limited adoption in resource-constrained small and medium-sized enterprises (SMEs). This review contributes to both academic discourse and managerial practice by synthesizing fragmented research into a unified framework and proposing a conceptual model for scalable and ethically sound ERP-CRM integration. The study also identifies key research gaps involving long-term value realization, SME-specific adaptation models, data governance, and the integration of explainable artificial intelligence into enterprise platforms.