publication . Research . Other literature type . 2017

Use Of Big Data Analytics For Customer Relationship Management: Point Of Parity Or Source Of Competitive Advantage?

Suoniemi, Samppa; Meyer-Waarden, Lars; Munzel, Andreas; Zablah, Alex R.; Straub, Detmar W.;
Open Access
  • Published: 06 Jul 2017
  • Publisher: Zenodo
Abstract
Customer information plays a key role in managing successful relationships with valuable customers. Big data customer analytics use (CA 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 addresses three research questions: 1. What are the key antecedents of big data customer analytics use? 2. How, and to what extent, does big data customer analytics use influence firm performance? 3. Is competitive advantage, if any, achieved through big data customer analytics use contingent upon its prevale...
Subjects
free text keywords: data analytics, market information use theory, competitive advantage, big customer data, organizational culture, information quality (IQ), customer relationship management (CRM)
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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ZENODO
Research . 2017
Provider: ZENODO
http://dx.doi.org/10.5281/zeno...
Other literature type . 2017
Provider: Datacite
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publication . Research . Other literature type . 2017

Use Of Big Data Analytics For Customer Relationship Management: Point Of Parity Or Source Of Competitive Advantage?

Suoniemi, Samppa; Meyer-Waarden, Lars; Munzel, Andreas; Zablah, Alex R.; Straub, Detmar W.;