SHUKOR, S. A.; ZULKEFLY, S. H. INTEGRATING BIG DATA AND CRM FOR SMES: A HYBRID RFM AND LEXICON-BASED CLUSTERING APPROACH FOR CUSTOMER SEGMENTATION. ADVANCED INTERNATIONAL JOURNAL OF BUSINESS, ENTREPRENEURSHIP AND SME’S (AIJBES), [S. l.], v. 8, n. 28, p. 327–341, 2026. DOI: 10.35631/AIJBES.828022. Disponível em: https://gaexcellence.com/aijbes/article/view/7725. Acesso em: 19 jun. 2026.