A multiple-case study on the adoption of customer relationship management and big data analytics in the automotive industry

Purpose – This paper aims at understanding how automotive firms integrate customer relationship\r\nmanagement (CRM) tools and big data analytics (BDA) into their marketing strategies to enhance total quality\r\nmanagement (TQM) after the coronavirus disease (COVID-19).\r\nDesign/methodology/approach – A qualitative methodology based on a multiple-case study was adopted,\r\ninvolving the collection of 18 interviews with eight leading automotive firms and other companies responsible\r\nfor their marketing and CRM activities.\r\nFindings – Results highlight that, through the adoption of CRM technology, automotive firms have developed\r\nbest practices that positively impact business performance and TQM, thereby strengthening their digital\r\nculture. The challenges in the implementation of CRM and BDA are also discussed.\r\nResearch limitations/implications – The study suffers from limitations related to the findings’\r\ngeneralizability due to the restricted number of firms operating in a single industry involved in the sample.\r\nPractical implications – Findings suggest new relational approaches and opportunities for automotive\r\ncompanies deriving from the use of CRM and BDA under an overall customer-oriented approach.\r\nOriginality/value – This research analyzes how CRM and BDA improve the marketing and TQM processes in\r\nthe automotive industry, which is undergoing deep transformation in the current context of digital transformation.