Impact of Big Data on customer relationship management: Literature review

Abstract

The contribution of big data to customer relationship management constitutes a fundamental shift in how businesses engage with their clients. This transformation is propelled by the collection, analysis, and utilization of data on a large scale to provide a more personalized, responsive, and efficient customer experience. In the realms of e-commerce and digital marketing, big data has revolutionized how companies approach customer relationship management. In this context, this research endeavor will present a literature review on Big Data and its impact on customer relationship management. Through this investigation, we will delve into the key concepts of the discussed subject, aiming to formulate a research problem and model that can be empirically studied within a specific context.

Keys words: Big-data ; Gestion des relations clients ; Marketing digital ; e-commerce.

Classification JEL : M30

Paper type: Theoretical Research.