Investigating the importance of big data use in the customer relationship management context
by Marwa Ben Hassine; Afef Ben Youssef
International Journal of Technology Marketing (IJTMKT), Vol. 17, No. 3, 2023

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.

Online publication date: Wed, 12-Jul-2023

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