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Big Data Analytics for Customer Relationship Management: A Systematic Review and Research Agenda

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Advances in Computing and Data Sciences (ICACDS 2020)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1244))

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Abstract

In today’s dynamic business scenario, customers have the power to rule the market on their terms and conditions. Customer Relationship Management (CRM) plays an imperative role by covering all methods and measures to have a better customer understanding, and to make the most of this knowledge in applications like production and marketing. With the emergence of big data, it brings a whole new inclusion of CRM strategies which can support customization of sales, personalization of services, and customer interactions. The paper aims to study the extant state of big data analytics for customer relationship management through the method of systematic literature review. Thematic analysis from the relevant studies is done and a framework is proposed as an outcome of the study. This framework can be used to analyze the present state of research in area of big data analytics and CRM and also future directions for the further research are provided in the paper.

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Authors and Affiliations

  1. Symbiosis Institute of Computer Studies and Research, Symbiosis International (Deemed University), Atur Centre, Model Colony, Pune, 411016, India

    Sarika Sharma

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  1. Sarika Sharma
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Correspondence to Sarika Sharma .

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Editors and Affiliations

  1. University of KwaZulu-Natal, Durban, South Africa

    Mayank Singh

  2. Jaypee University of Information Technology, Waknaghat, Himachal Pradesh, India

    P. K. Gupta

  3. Jaypee University of Engineering and Technology, Guna, Madhya Pradesh, India

    Vipin Tyagi

  4. Institute of Information Theory and Automation, Prague, Czech Republic

    Jan Flusser

  5. University of Ottawa, Ottawa, ON, Canada

    Tuncer Ören

  6. University of Malta, Valletta, Malta

    Gianluca Valentino

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Sharma, S. (2020). Big Data Analytics for Customer Relationship Management: A Systematic Review and Research Agenda. In: Singh, M., Gupta, P., Tyagi, V., Flusser, J., Ören, T., Valentino, G. (eds) Advances in Computing and Data Sciences. ICACDS 2020. Communications in Computer and Information Science, vol 1244. Springer, Singapore. https://doi.org/10.1007/978-981-15-6634-9_39

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  • DOI: https://doi.org/10.1007/978-981-15-6634-9_39

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-15-6633-2

  • Online ISBN: 978-981-15-6634-9

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