Sales · Empirical survey and structural model
Linking big data analytical intelligence to customer relationship management performance
Industrial Marketing Management · 2020
Summary
Links big-data analytical intelligence capabilities to CRM performance and tests the proposed capability relationships.
For your marketing
Possible founder application
Use to frame a lifecycle hypothesis and define customer-level outcomes; check whether the study's market and retention horizon resemble yours.
Reported result
What the study found
Links big-data analytical intelligence capabilities to CRM performance and tests the proposed capability relationships.
Research question
What the authors investigated
How does big-data analytical intelligence contribute to CRM performance?
Design
Empirical survey and structural model
Sample and setting
Firms using big-data analytical intelligence for CRM
Scope and transfer
Limitations to keep in view
Survey/common-method and cross-sectional design limit causal and objective-outcome claims.
Research sources
Publisher DOI landing page identifies the exact title, authors, journal record and empirical-design sections/abstract: https://doi.org/10.1016/j.indmarman.2020.10.012 Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.