Emirati Journal of Business, Economics, & Social Studies

Browse Journals

Articles

Vol. 4 No. 1 (2025): Emirati Journal of Business, Economics and Social Studies

The impact of big data on customer experience

  • Houda Zouirchi
  • Aziz Ouia
Submitted
February 6, 2025
Published
2025-03-13

Abstract

While today’s consumers are constantly informed through shopping sites, apps, and social media, they spontaneously share and exchange data on their interests and experiences. Thanks to the Internet, the volume of shared data in the past ten years has surpassed that of all previous human history. However, this ambition reflects a real need to adopt technologies that ensure reliable and intelligent inclusion of customer data. Companies integrating Big Data have become a critical focus in today’s landscape. Today, integrating Big Data appears to be a significant challenge for businesses. The main results of this study have provided insight into the necessary actions focused on key competencies and technical solutions. The interview analysis helped identify the most essential skills and technical solutions required to enhance customer experience through Big Data. Finally, given the rapid evolution of technology, companies must stay informed and continuously monitor technologies on the market to meet customer expectations and adapt to competitors.

References

  1. Alastair Kane « Using Big Data to Improve Customer Experience », 9 May 2013
  2. Berry, L. L. (2002). Relationship Marketing of Services Perspectives from 1983 and 2000. Journal of Relationship Marketing, 1, 59-77. https://doi.org/10.1300/J366v01n01_05 DOI: https://doi.org/10.1300/J366v01n01_05
  3. Gerald Zaltman. How Customers think : Essential Insights into the Mind of the Market, Harvard
  4. L. Kart, « High-Tech Tuesday Webinar : Big Data Opportunities in Vertical Industries », Gartner.
  5. Mascarenhas, O. A., Kesavan, R. & Bernacchi, « Lasting customer loyalty : a total customer experience approach », Journal of Consumer Marketing, vol. 23, no. 7, pp. 397-405. DOI: https://doi.org/10.1108/07363760610712939
  6. Mercanti-Guérin, 2013, « L'amélioration du reciblage par les Big Data : une aide à la décision qui menace l'image des marques ? », Revue internationale d'intelligence économique, V 5, N° 2, pp153-16 DOI: https://doi.org/10.3166/r2ie.5.153-165
  7. Meyer, C. & Schwager, « Understanding customer experience », Harvard Business Review, vol. 85, pp 117-12
  8. Pine II B. J., Gilmore J. H. Welcome to the Experience Economy, Harvard Business Review, July-August 1998, pp. 97-105
  9. R. Edjlali, « Getting Value from Big Data », Gartner, Webinar, Aug. 14, 2012.
  10. Saleem, Abdelrahim, Abughazale, 2018, Big Data in Marketing Arena : Big Opportunity, Benefit, Big Challenge, and Research Trends : An Integrated View, www.researchgate.net/publication/324175119 DOI: https://doi.org/10.4172/2162-6359.1000533

Downloads

Download data is not yet available.

Similar Articles

1-10 of 29

You may also start an advanced similarity search for this article.

Most read articles by the same author(s)

<< < 1 2 3 4 5