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Is Big Data the next Big game changer? Impact on Customer services, Marketing and Ethics

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Original languageEnglish
Title of host publicationBAM 2018 Conference Proceedings
Subtitle of host publicationDRIVING PRODUCTIVITY IN UNCERTAIN AND CHALLENGING TIMES
Publisher or commissioning bodyBritish Academy of Management
Number of pages18
ISBN (Print)9780995641310
DateAccepted/In press - 29 Jun 2018
DatePublished (current) - 5 Sep 2018

Abstract

In the last 5 years, quite a few studies have focused on the implication that the use of Big data may enhance firms’ performance by better streamlining resources and customer services. There is a need for more research focused on understanding how big data influences marketing and customer services and furthermore, explores the ethical aspects of big data applications and processing. To do so, we used a qualitative approach by conducting semi-structured in-depth interviews with two big data specialists in the IT services industry. Improved customer services, product offerings and tailor-made solutions to serve individuals’ needs are some key insights proposed for Big data usage in the specific industry. Then, ethical issues such as data ownership, customer identification, consent for handling and transferring data to third parties emerged. The paper concludes with a discussion of the findings in conjunction to the published literature.

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  • Full-text PDF (accepted author manuscript)

    Rights statement: This is the accepted author manuscript (AAM). The final published version (version of record) is available online via BAM at http://conference.bam.ac.uk/BAM2018/htdocs/conference_papers.php?track_name=e-Business%20and%20e-Government . Please refer to any applicable terms of use of the publisher.

    Accepted author manuscript, 216 KB, PDF document

    Licence: Unspecified

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