The present study analyzes the recent digital transformation that affected the automotive industry, characterized by an increasing use of big data and customer relationship management (CRM) systems. To understand how automotive firms integrate CRM tools and big data in their marketing strategies, we conducted a multiple-case study by collecting 13 interviews with key informants operating in eight leading automotive firms. Findings suggest new relational approaches and opportunities deriving from the use of big data analytics and CRM under an overall customer-oriented approach, leading to the development of a digital culture.
Hu, L., Basiglio, A., An Empirical Study on the Role of CRM and Big Data in the Automotive Industry, in Martínez-López, F. (ed.), Advances in Digital Marketing and eCommerce. Fourth International Conference, 2023, Springer, Cham 2023: <<SPRINGER PROCEEDINGS IN BUSINESS AND ECONOMICS>>, 105- 112. 10.1007/978-3-031-31836-8 [https://hdl.handle.net/10807/238675]
An Empirical Study on the Role of CRM and Big Data in the Automotive Industry
Hu, Lala
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2023
Abstract
The present study analyzes the recent digital transformation that affected the automotive industry, characterized by an increasing use of big data and customer relationship management (CRM) systems. To understand how automotive firms integrate CRM tools and big data in their marketing strategies, we conducted a multiple-case study by collecting 13 interviews with key informants operating in eight leading automotive firms. Findings suggest new relational approaches and opportunities deriving from the use of big data analytics and CRM under an overall customer-oriented approach, leading to the development of a digital culture.
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