Assignment Task
Customer information plays a key role in managing successful relationships with valuable customers. Big data customer 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 addresses three research questions: What are the key antecedents of big data customer analytics use. How, and to what extent, does big data customer analytics use influence firm performance. Is competitive advantage, if any, achieved through big data customer analytics use contingent upon its prevalence within an industry? There is a proposed theoretical framework called survey study methodology based on market information use theory to investigate how informational and organizational elements interact to improve big data customer analytics use, which effects customer relationships and financial performance.
