Λεπτομέρειες βιβλιογραφικής εγγραφής
| Τίτλος: |
The Impact of Big Data Analytics on Improving the Digital Customer Experience: An Applied Study on a Sample of Big Data-Dependent Companies in Baghdad. |
| Συγγραφείς: |
Rahman, Sahar Jabbar1 Saharjabark55@gmail.com, Adnan, Ahmed Firas2 af22099@auis.edu.krd, Abbas, Firas Adnan3 Firas.a.abbas@qu.edu.iq |
| Πηγή: |
REMAH Journal. 2026, Vol. 3 Issue 170, p148-180. 33p. |
| Θεματικοί όροι: |
*Big data, *Customer relations, *Electronic commerce, *Executive ability (Management), *Telecommunication, *Organizational learning, *Corporate culture |
| Γεωγραφικοί όροι: |
Baghdad (Iraq) |
| Περίληψη: |
This study looks at how big data analytics affects the digital customer experience in ecommerce and digital services. The research is based on responses from employees at four well-known companies in Baghdad that actually use big data technologies: Miswag for e-commerce, Qi Card for digital financial solutions, Zain Iraq, and Asiacell for telecommunications. The sample was 48 people, 12 from each company, selected using purposive sampling. The problem the study is addressing is pretty straightforward. These companies are using big data tools but still have noticeable gaps in their digital customer experience. That raised the main question: does big data analytics actually improve the digital customer experience, and if so, how much? The big data analytics variable was broken down into five dimensions: data-driven culture, organizational learning, technical skills, managerial skills, and big data infrastructure. The digital customer experience was treated as a single-dimension variable. The study used a descriptive analytical approach with a questionnaire as the main data collection tool. The data was analyzed using mean, standard deviation, relative importance, and structural equation modeling, with SPSS V.29 and AMOS V.29.The results showed a statistically significant positive effect of big data analytics, across all five dimensions, on the digital customer experience. The variable explained 35.7% of the total variation in customer experience. The study recommends that these companies invest more in building a data culture and improving their analytical infrastructure. [ABSTRACT FROM AUTHOR] |
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| Βάση Δεδομένων: |
Business Source Index |