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

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.

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