publication . Conference object . Other literature type . 2016

BIG DATA ANALYTICS USE IN CUSTOMER RELATIONSHIP MANAGEMENT: ANTECEDENTS AND PERFORMANCE IMPLICATIONS

Suoniemi, Samppa; Meyer-Waarden, Lars; Munzel, Andreas;
Open Access
  • Published: 06 Sep 2016
Abstract
Customer information plays a key role in managing successful relationships with valuable customers. Big data analytics use (BD use), i.e., the extent to which customer information derived from big data analytics guides marketing decisions, helps firms better meet customer needs for competitive advantage. This study aims to (1) determine whether organizational BD use improves customer-centric and financial outcomes, and (2) identify the factors influencing BD use. Drawing primarily from market information use theory, we advance a model to explain how information quality (IQ), customer orientation and big data analytics culture predict BD use, which in turn influe...
Subjects
free text keywords: big data analytics, customer information use, information quality (IQ), organizational culture, performance
Related Organizations
Funded by
EC| BIDAMARK
Project
BIDAMARK
BIg DAta-driven MARKeting for better competitiveness
  • Funder: European Commission (EC)
  • Project Code: 658789
  • Funding stream: H2020 | MSCA-IF-EF-ST
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Conference object . 2016
Provider: ZENODO
Zenodo
Other literature type . 2016
Provider: Datacite
Zenodo
Other literature type . 2016
Provider: Datacite
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publication . Conference object . Other literature type . 2016

BIG DATA ANALYTICS USE IN CUSTOMER RELATIONSHIP MANAGEMENT: ANTECEDENTS AND PERFORMANCE IMPLICATIONS

Suoniemi, Samppa; Meyer-Waarden, Lars; Munzel, Andreas;