Customer experience management in the age of big data analytics: A strategic framework

Maria Holmlund, Yves Van Vaerenbergh, Robert Ciuchita, Annika Ravald, Panagiotis Sarantopoulos, Francisco Villarroel Ordenes, Mohamed Zaki

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

35 Citeringar (Scopus)

Sammanfattning

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.

OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of Business Research
Volym116
Sidor (från-till)356-365
Antal sidor10
ISSN0148-2963
DOI
StatusPublicerad - 06.02.2020
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi
  • Customers and Relations

Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoS: Konkurrensanalys och servicestrategi - Service och kundorienterad ledning

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