A structured literature review on Big Data for customer relationship management (CRM): toward a future agenda in international marketing

PurposeThis paper aims to advance the international marketing debate by presenting the results of a structured literature review (SLR) focusing on Big Data implementation in customer relationship management (CRM) strategizing. It outlines past and present literature and frames a future research agen...

Full description

Saved in:
Bibliographic Details
Published in:International marketing review 2022-10, Vol.39 (5), p.1069-1092
Main Authors: Del Vecchio, Pasquale, Mele, Gioconda, Siachou, Evangelia, Schito, Gloria
Format: Article
Language:English
Subjects:
Big Data
Competitive advantage
Customer relationship management
Customers
Data analysis
Data collection
Globalization
International markets
Knowledge management
Literature reviews
Marketing
Supply chains
Value creation
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:PurposeThis paper aims to advance the international marketing debate by presenting the results of a structured literature review (SLR) focusing on Big Data implementation in customer relationship management (CRM) strategizing. It outlines past and present literature and frames a future research agenda.Design/methodology/approachThe research analyzes papers published in journals from 2013 to 2020, deriving significant insights about Big Data applications in CRM. A sample of 48 articles indexed at Scopus was preliminarily submitted for bibliometric analysis. Finally, 46 papers were analyzed with content and a bibliometric analysis to identify areas of thematic specializations.FindingsThe paper presents a conceptual multilevel framework demonstrating areas of specialization emerging from the literature. The framework is built around four coordinated sequences of actions relevant to “why,” “what,” “who” and “how” Big Data is implemented in CRM strategies, thus supporting the conception and implementation of an internationalization marketing strategy.Research limitations/implicationsImplications for the development of the future research agenda on international marketing arise from the comprehension of Big Data in CRM strategy.Originality/valueThe paper provides a comprehensive SLR of the articles dealing with models and processes of Big Data for CRM from an international marketing perspective. Despite these issues' relevance and the increasing literature focused on them, research in this area is still fragmented and underexplored, requiring more systematic and holistic studies.
ISSN:0265-1335
1758-6763
DOI:10.1108/IMR-01-2021-0036