A structured literature review on Big Data for customer relationship management (CRM): toward a future agenda in international marketing
这篇综述梳理了2013至2020年间关于大数据在客户关系管理策略中应用的文献，构建了一个概念性多层级框架，帮助理解大数据如何支持国际营销战略的制定与实施。
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.