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Customer Analytics Capabilities in the Big Data Spectrum: A Systematic Approach to Achieve Sustainable Firm Performance

Chapter


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Abstract


  • Customer analytics plays a vital role in generating insights from big data to improve service innovation, product development, personalization, and managerial decision-making; yet, no academic study has investigated customer analytics capability through which it is possible to achieve sustainable business growth. To close this gap, this chapter explores the constructs of the customer analytics capability by drawing on a systematic review of the literature in the big data spectrum. The chapter's interpretive framework portrays a definitional aspect of customer analytics, the importance of customer analytics, and customer analytics capability constructs. The study proposes a customer analytics capability model, which consists of four principal constructs and some important sub-constructs. The chapter briefly discusses the challenges and future research direction for developing the customer analytics capability model in the data rich competitive business environment.

Publication Date


  • 2020

Citation


  • Hossain, M., Akter, S. & Yanamandram, V. (2020). Customer Analytics Capabilities in the Big Data Spectrum: A Systematic Approach to Achieve Sustainable Firm Performance. In G. Jain, H. Singh, S. Akter, A. Munjal & H. S. Grewal (Eds.), Technological Innovations for Sustainability and Business Growth (pp. 1-17). Hershey, United States: IGI Global. https://www.igi-global.com/gateway/book/225108 2019

International Standard Book Number (isbn) 13


  • 9781522599418

Ro Full-text Url


  • https://ro.uow.edu.au/cgi/viewcontent.cgi?article=1616&context=gsbpapers

Ro Metadata Url


  • http://ro.uow.edu.au/gsbpapers/577

Book Title


  • Technological Innovations for Sustainability and Business Growth

Start Page


  • 1

End Page


  • 17

Place Of Publication


  • Hershey, United States

Abstract


  • Customer analytics plays a vital role in generating insights from big data to improve service innovation, product development, personalization, and managerial decision-making; yet, no academic study has investigated customer analytics capability through which it is possible to achieve sustainable business growth. To close this gap, this chapter explores the constructs of the customer analytics capability by drawing on a systematic review of the literature in the big data spectrum. The chapter's interpretive framework portrays a definitional aspect of customer analytics, the importance of customer analytics, and customer analytics capability constructs. The study proposes a customer analytics capability model, which consists of four principal constructs and some important sub-constructs. The chapter briefly discusses the challenges and future research direction for developing the customer analytics capability model in the data rich competitive business environment.

Publication Date


  • 2020

Citation


  • Hossain, M., Akter, S. & Yanamandram, V. (2020). Customer Analytics Capabilities in the Big Data Spectrum: A Systematic Approach to Achieve Sustainable Firm Performance. In G. Jain, H. Singh, S. Akter, A. Munjal & H. S. Grewal (Eds.), Technological Innovations for Sustainability and Business Growth (pp. 1-17). Hershey, United States: IGI Global. https://www.igi-global.com/gateway/book/225108 2019

International Standard Book Number (isbn) 13


  • 9781522599418

Ro Full-text Url


  • https://ro.uow.edu.au/cgi/viewcontent.cgi?article=1616&context=gsbpapers

Ro Metadata Url


  • http://ro.uow.edu.au/gsbpapers/577

Book Title


  • Technological Innovations for Sustainability and Business Growth

Start Page


  • 1

End Page


  • 17

Place Of Publication


  • Hershey, United States