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Amalgamation of Customer Relationship Management and Data Analytics in Different Business Sectors—A Systematic Literature Review
2021
Sustainability
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
doi:10.3390/su13095279
fatcat:ollwazwvjvc4phtcn4vw2raqly