Customer experience management in the age of big data analytics

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Holmlund , M , Van Vaerenbergh , Y , Ciuchita , R , Ravald , A , Sarantopoulos , P , Villarroel Ordenes , F & Zaki , M 2020 , ' Customer experience management in the age of big data analytics : A strategic framework ' , Journal of Business Research , vol. 116 , pp. 356-365 . https://doi.org/10.1016/j.jbusres.2020.01.022

Title: Customer experience management in the age of big data analytics;
A strategic framework
Author: Holmlund, Maria; Van Vaerenbergh, Yves; Ciuchita, Robert; Ravald, Annika; Sarantopoulos, Panagiotis; Villarroel Ordenes, Francisco; Zaki, Mohamed
Contributor: Hanken School of Economics, Marketing, Helsinki
Hanken School of Economics, Marketing, Helsinki
Hanken School of Economics, Marketing, Vaasa
Belongs to series: Journal of Business Research
ISSN: 0148-2963
Abstract: Customer experience (CX) has emerged as a sustainable source of competitive differentiation. Recent developments in big data analytics (BDA) have exposed possibilities to unlock customer insights for customer experience management (CXM). Research at the intersection of these two fields is scarce and there is a need for conceptual work that (1) provides an overview of opportunities to use BDA for CXM and (2) guides management practice and future research. The purpose of this paper is therefore to develop a strategic framework for CXM based on CX insights resulting from BDA. Our conceptualisation is comprehensive and is particularly relevant for researchers and practitioners who are less familiar with the potential of BDA for CXM. For managers, we provide a step-by-step guide on how to kick-start or implement our strategic framework. For researchers, we propose some opportunities for future studies in this promising research area.
Date: 2020-02-06
Subject: 512 Business and Management
Customer experience
Customer experience management
Customer experience insight
Big data analytics
Customers and Relations
KOTA2020
PREM2020_04
2 - Hybrid open access publication channel
1 - Self archived
https://helda.helsinki.fi/dhanken/handle/10227/311667
1- Minst en av författarna har en utländsk affiliation
1- Publicerad utomlands
0- Ingen affiliation med ett företag
AoS: Competition economics and service strategy - Service and customer-oriented management
Yes
SDG 9 - Industry, Innovation, and Infrastructure
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