A structured literature review on Big Data for customer relationship management (CRM): toward a future agenda in international marketing
International Marketing Review
ISSN: 0265-1335
Article publication date: 13 December 2021
Issue publication date: 25 October 2022
Abstract
Purpose
This 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/approach
The 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.
Findings
The 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/implications
Implications for the development of the future research agenda on international marketing arise from the comprehension of Big Data in CRM strategy.
Originality/value
The 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.
Keywords
Citation
Del Vecchio, P., Mele, G., Siachou, E. and Schito, G. (2022), "A structured literature review on Big Data for customer relationship management (CRM): toward a future agenda in international marketing", International Marketing Review, Vol. 39 No. 5, pp. 1069-1092. https://doi.org/10.1108/IMR-01-2021-0036
Publisher
:Emerald Publishing Limited
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