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

被引：117

作者：

Holmlund, Maria ^{[1
]}

Van Vaerenbergh, Yves ^{[2
]}

Ciuchita, Robert ^{[1
]}

Ravald, Annika ^{[3
]}

Sarantopoulos, Panagiotis ^{[4
]}

Ordenes, Francisco Villarroel ^{[5
]}

Zaki, Mohamed ^{[6
]}

机构：

[1] CERS Ctr Relationship Mkt & Serv Management, Hanken Sch Econ, Dept Mkt, Arkadiankatu 22,POB 479, FI-00101 Helsinki, Finland

[2] Katholieke Univ Leuven, Dept Mkt, Warmoesberg 26, B-1000 Brussels, Belgium

[3] CERS Ctr Relationship Mkt & Serv Management, Hanken Sch Econ, Dept Mkt, Kauppapuistikko 2,POB 287, FIN-65101 Vaasa, Finland

[4] Univ Manchester, Alliance Manchester Business Sch, Booth St West, Manchester M15 9PB, Lancs, England

[5] Univ Massachusetts, Dept Mkt, Isenberg Sch Management, 121 Presidents Dr, Amherst, MA 01003 USA

[6] Univ Cambridge, Inst Mfg, Dept Engn, Cambridge Serv Alliance, 17 Charles Babbage Rd, Cambridge CB3 0FS, England

来源：

JOURNAL OF BUSINESS RESEARCH | 2020年 / 116卷

关键词：

Customer experience; Customer experience management; Customer experience insight; Big data analytics; CHALLENGES;

D O I：

10.1016/j.jbusres.2020.01.022

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：356 / 365

页数：10

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