Customer Relationship Management (CRM) has emerged as a critical tool in higher education, enabling universities to enhance efficiency, adaptability, and institutional performance. This systematic review explores the role of CRM in Jiangxi Province’s universities, analyzing its impact on student engagement, administrative effectiveness, and strategic decision-making. By synthesizing existing literature, this study identifies key benefits, challenges, and future directions for CRM implementation in higher education. The findings highlight how CRM facilitates institutional agility, improves resource allocation, and enhances student satisfaction, ultimately driving sustainable growth in Jiangxi’s academic institutions.
Keywords: Customer Relationship Management (CRM), Higher Education, University Performance, Institutional Efficiency, Adaptability, Jiangxi Province.
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