A Systematic Review on the Determinants of Customer Relationship Quality in Agile Projects in the IT Industry: a Social Exchange Theory Perspective

In recent decades, Sri Lanka's IT industry has thrived, contributing significantly to economic development. Effective project management, especially using Agile methodologies, has been key to this success. Agile, with its customer-centric and flexible approach, has replaced traditional models like Waterfall, emphasizing frequent software delivery and active customer engagement. Customer Relationship Quality is vital for project success, fostering customer satisfaction and loyalty. Agile methods prioritize strong customer relationships through collaboration and customer involvement. However, challenges persist in Sri Lanka due to a lack of understanding among software companies regarding factors crucial for maintaining robust customer relationships, leading to project failures and dissatisfied customers. To address these challenges, this paper undertook a systematic literature review, focusing on Agile project management, Social Exchange Theory, and Customer Relationship Quality. The research question was, "What factors influence Customer Relationship Quality in Agile IT Projects, from a Social Exchange Theory perspective?". Peer-reviewed articles, conference papers, and book chapters from 2012 to 2023 were reviewed, emphasizing human-centered aspects. The study uncovered an overlap in factors affecting both Agile project success and Customer Relationship Quality, highlighting the pivotal role of Customer Relationship Quality. Common factors, such as communication, culture, team capability, and commitment, were identified as crucial elements for project success and relationship quality. Future research should explore these shared factors in-depth to enhance Agile project success and Customer Relationship Quality. This research contributes to a deeper understanding of Agile project management, customer relationships, and their interconnectedness, emphasizing the need for further studies in this evolving field.