Title: Investigating the importance of big data use in the customer relationship management context

Authors: Marwa Ben Hassine; Afef Ben Youssef

Addresses: Faculty of Economic Sciences and Management of Tunis, ENVIE Laboratory, Tunisia ' Higher Institute of Technological Studies of Communications of Tunis, ENVIE Laboratory, Tunisia

Abstract: The main objective of this research paper is to study the determinants and the effect of data marketing use. In fact, we try to testify whether the perceived benefits and costs of technology by managers and IT capability can influence the use of big data customer analytics and whether it has an impact on customer relationship performance. In this work, the empirical application was conducted among Tunisian professionals in a sample of 124 companies contacted via the LinkedIn as a professional social network. The results showed that perceived benefits and technological capacity have a positive effect on the use of customer analytics data. In addition, greater use of data analytics would lead to better performance in customer relationship management.

Keywords: big data customer analytics; perceived benefits; perceived costs; IT capability; customer relationship performance.

DOI: 10.1504/IJTMKT.2023.132174

International Journal of Technology Marketing, 2023 Vol.17 No.3, pp.276 - 295

Received: 30 Jul 2021
Accepted: 25 Jun 2022
Published online: 12 Jul 2023 *

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