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Big Data in Mobile Commerce: Customer Relationship Management
Abstract
The purpose of this chapter is to identify the opportunities of big data application that allows Customer Relationship Management (CRM) strategy to gain deeper insights into customer retention and let the businesses make innovation in term of sales, service, and marketing. This chapter is motivated from the concept of big data in CRM by proposing a conceptual model to address mobile commerce in an organization. It examines the progress of big data in creating value for m-commerce. Researchers employed thematic literature analysis and discussed broader issues related to customer behavior in using smartphone and its internet habit activities. Despite the limitation of the study, CRM with big data remains an important area for future research in mobile commerce setting.
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