Big Data and Customer Relationship Management: Impact on General Insurance Companies in UAE

PurposeThis 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/approachThe 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.FindingsThe 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/implicationsImplications for the development of the future research agenda on international marketing arise from the comprehension of Big Data in CRM strategy.Originality/valueThe 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.

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Analytisches Customer Relationship Management (CRM) und Big Data

Digitales Dialogmarketing ◽

10.1007/978-3-658-08245-1_8 ◽

2014 ◽

pp. 225-248 ◽

Cited By ~ 1

Author(s):

Georg Blum

Keyword(s):

Big Data ◽

Customer Relationship Management ◽

Relationship Management ◽

Customer Relationship

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Effectiveness of Customer Relationship Management Program in Insurance Companies

Managing Customer Trust, Satisfaction, and Loyalty through Information Communication Technologies ◽

10.4018/978-1-4666-3631-6.ch013 ◽

2013 ◽

pp. 219-234

Author(s):

Vikas Gautam

Keyword(s):

Customer Relationship Management ◽

Life Insurance ◽

Insurance Industry ◽

Private Insurance ◽

Relationship Management ◽

Management Program ◽

Customer Relationship ◽

Insurance Companies ◽

Public And Private ◽

Before And After

Customer relationship management in the insurance industry is in the nascent stage. Firms are framing new strategies to combat stiff competition. Public and private insurance companies are implementing customer relationship programs to attract more customers and retain existing customers. The objectives of this study are (1) to study the customer relationship management program of the Life Insurance Corporation of India, and (2) to assess the effectiveness of this customer relationship management program. The study is based on the opinion scores of 182 policyholders of Life Insurance Corporation of India, who have been with the company for more than the last five years. Based on the average opinion scores before and after the implementation of the Customer Relationship Management program, it was concluded that the program is effective, which was evidenced by the results obtained from statistical analysis (Paired sample t-test).

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Big Data and Service Science

Business Intelligence ◽

10.4018/978-1-4666-9562-7.ch009 ◽

2016 ◽

pp. 180-196

Author(s):

Tu-Bao Ho ◽

Siriwon Taewijit ◽

Quang-Bach Ho ◽

Hieu-Chi Dam

Keyword(s):

Machine Learning ◽

Data Mining ◽

Big Data ◽

Customer Relationship Management ◽

Relationship Management ◽

Service Science ◽

Customer Relationship ◽

Service Value ◽

Mining Methods ◽

The Relationship

Big data is about handling huge and/or complex datasets that conventional technologies cannot handle or handle well. Big data is currently receiving tremendous attention from both industry and academia as there is much more data around us than ever before. This chapter addresses the relationship between big data and service science, especially how big data can contribute to the process of co-creation of service value. In particular, the value co-creation in terms of customer relationship management is mentioned. The chapter starts with brief descriptions of big data, machine learning and data mining methods, service science and its model of value co-creation, and then addresses the key idea of how big data can contribute to co-create service value.

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