2021
DOI: 10.3390/su13095279
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Amalgamation of Customer Relationship Management and Data Analytics in Different Business Sectors—A Systematic Literature Review

Abstract: Customization of products or services is a strategy that the business sector has embraced to build a better relationship with the customers to cater to their individual needs and thus providing them a fulfilling experience. This whole process is known as customer relationship management (CRM). In this context, we extensively surveyed 138 papers published between 1996 and 2021 in the area of analytical CRM. Although this study consisted of papers from different business sectors, a fair share of focus was direct… Show more

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Cited by 27 publications
(20 citation statements)
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References 132 publications
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“…There are many procedures that we can use for promoting good customer relationships [35,36,37]. Saha et al [11] states, that IT-based CRM techniques have been dominating the business world consistently, and the continuous upcoming methods have left them fertile for further research. They discussed the most used techniques in analytical CRM, various business sectors implementing CRM techniques, and different CRM aspects in the telecommunication industry.…”
Section: Discussionmentioning
confidence: 99%
See 3 more Smart Citations
“…There are many procedures that we can use for promoting good customer relationships [35,36,37]. Saha et al [11] states, that IT-based CRM techniques have been dominating the business world consistently, and the continuous upcoming methods have left them fertile for further research. They discussed the most used techniques in analytical CRM, various business sectors implementing CRM techniques, and different CRM aspects in the telecommunication industry.…”
Section: Discussionmentioning
confidence: 99%
“…Authors understand different concepts under the term Customer Relationship Management. Some understand it as software that a company uses [10,11,12] others characterize is a separate marketing process to gain and retain customers, and others as a expensive software in which a company invested or others identify CRM with a customer loyalty program [8,13].…”
Section: Theoretical Backgroundmentioning
confidence: 99%
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“…Generally, the new technologies would operate as essential drivers for adaptations in the context of the hotel service industry. The utilisation of technology is essential in developing relationships with customers because it is crucial to attaining accurate information about people in a timely manner (Desmond & Zhaohao, 2021;Saha, Tripathy, Nayak, Bhoi, & Barsocchi, 2021). For example, if a consumer is allergic to nuts and the first individual from room service comes to know about this, then such information can be shared easily to several consumers touchpoints at the hotel through the effective system of CRM (cf Dew, Russell, Allen, & Bej, 2021).…”
Section: Technologymentioning
confidence: 99%