Customer experience management in the age of big data analytics: A strategic framework
| Autor: | Annika Ravald, Robert Ciuchita, Yves Van Vaerenbergh, Panagiotis Sarantopoulos, Francisco Villarroel Ordenes, Maria Holmlund, Mohamed Zaki |
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| Přispěvatelé: | Zaki, Mohamed [0000-0003-0264-2691], Apollo - University of Cambridge Repository |
| Rok vydání: | 2020 |
| Předmět: |
Marketing
Customer experience Customer experience management Future studies Knowledge management Computer science business.industry customer experience insight 05 social sciences Big data Customer experience insight big data analytics Big data analytics customer experience Intersection Work (electrical) 0502 economics and business customer experience management 050211 marketing business 050203 business & management |
| Zdroj: | Holmlund, M, Van Vaerenbergh, Y, Ciuchita, R, Ravald, A, Sarantopoulos, P, Villarroel Ordenes, F & Zaki, M 2020, ' Customer Experience Management in the Age of Big Data Analytics : A Strategic Framework ', Journal of Business Research . https://doi.org/10.1016/j.jbusres.2020.01.022 |
| ISSN: | 0148-2963 |
| DOI: | 10.1016/j.jbusres.2020.01.022 |
| Popis: | Customer experience (CX) has emerged as a sustainable source of competitive differentiation. Recent developments in big data analytics (BDA) have exposed possibilities to unlock customer insights for customer experience management (CXM). Research at the intersection of these two fields is scarce and there is a need for conceptual work that (1) provides an overview of opportunities to use BDA for CXM and (2) guides management practice and future research. The purpose of this paper is therefore to develop a strategic framework for CXM based on CX insights resulting from BDA. Our conceptualisation is comprehensive and is particularly relevant for researchers and practitioners who are less familiar with the potential of BDA for CXM. For managers, we provide a step-by-step guide on how to kick-start or implement our strategic framework. For researchers, we propose some opportunities for future studies in this promising research area. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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