INTEGRATING CUSTOMER RELATIONSHIP MANAGEMENT WITH BIG DATA ANALYTICS IN RETAIL STORES: A CASE OF HYPER-STAR AND METRO

  • Dr. Hakim Ali Mahesar
  • Dr. Naveed Iqbal Chaudhry
  • Usman Tariq
Keywords: Customer Relationship Management, Big Data Analytics, Retail Stores

Abstract

Today, the world experiences an era of advanced technology, but organizations in Pakistan are still struggling with massive bundles of records especially in the retail sector, which is one of the largest industries in Pakistan, with respect to customers. It is a need of time to integrate Customer Relationship Management(CRM) and the Big Data System to solve the problems faced by retail stores and other organizations. This study investigates the prevalence of Big Data Analytic sin retail stores of Pakistan, and analyzes the benefits of integrating CRM and Big Data. This study has used both the primary and the secondary sources for data collection. For primary source, a questionnaire was developed and a sample of forty-eight middle-level employees of Hyper star and Metro was selected. Secondary sources have been used to explain the method through which the integration can take place between CRM and Big Data. This study found that the integration of Big Data and CRM in retail stores have manifold benfits, it can help handle data efficiently, increases sales, diversify business and creates better marketing impact.

Author Biographies

Dr. Hakim Ali Mahesar

Dr. Hakim Ali Mahesar is a result driven HR academic. He is working as an Assistant Professor at the Institute of Commerce, University of Sindh, Jamshoro. Dr. Mahesar has earned his PhD from the University of Bedfordshire. His main research interest lies in the field of Talent Management and HRM. E-mail: hakim.mahesar@usindh.edu.pk

Dr. Naveed Iqbal Chaudhry

Dr. Naveed Iqbal Chaudhry is an Assistant professor at the Department of Business Administration, University of Punjab, Gujranwala Campus. He can be contacted via e-mail at naveed.iqbal@pugc.edu.pk

Usman Tariq

Usman Tariq is an Academic Researcher presently studying at the University of Punjab, Gujranwala Campus. His email address is usmanntariqq@gmail.com

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Published
2017-12-15
How to Cite
Mahesar, D. H., Chaudhry, D. N., & Tariq, U. (2017). INTEGRATING CUSTOMER RELATIONSHIP MANAGEMENT WITH BIG DATA ANALYTICS IN RETAIL STORES: A CASE OF HYPER-STAR AND METRO. Journal of Business Strategies, 11(2), 141-158. Retrieved from http://greenwichjournals.com/index.php/businessstudies/article/view/382