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"Navigating the platform economy: Crafting a customer analytics capabil" by Md Afnan Hossain, Shahriar Akter et al.

The prevalence of the platform economy is rapidly increasing, primarily driven by the incorporation of big data into the digital business environment. Big data contains substantial customer information, necessitating analytics to process such data. Despite the acceleration in customer data, researchers lack knowledge about the tools that constitute Customer Analytics Capability (CAC) within the online retail business context. Through a multi-phase research design, we develop and test an instrument for CAC within the spectrum of the platform economy. We validate a multidimensional and higher-order CAC framework comprising value creation, delivery, and management. We establish the nomological validity by identifying the instrument's significant impact on customer-related performance. This research contributes to a deeper understanding of the role of CAC in shaping customer-centric outcomes within the expanding platform economy. ....

Customer Analytics Capability , Ustomer Related Performance , Platform Management , Retail Management , Scale Development , Alue Centric Analytics ,

"Exploring customer analytics capability in data-driven retailing" by Md Afnan Hossain

In today's highly competitive retail environment, customer analytics has emerged as a powerful strategic tool. Customer analytics, the concept of data analytics-driven customer-centric value generation in multi-channels to render superior customer experience, has become one of the most vital aspects of retail firms' customer-centred marketing management. However, despite its strategic importance, there has been little investigation into customer analytics capabilities in the retail context. While many retail firms have attempted to adopt advanced analytics, there is a lack of empirical evidence regarding customer analytics capability and its impact under the influence of artificial intelligence (AI) orientation. To address this gap, this study investigates the foundational elements of customer analytics capability and its impact on marketing outcomes, drawing on the resource-based view capability and market orientation theoretical paradigm. Through a multi-phase research desi ....

Data Driven Retailing , Customer Analytics Capability , I Orientation ,

"Operationalizing Artificial Intelligence-Enabled Customer Analytics Ca" by Md Afnan Hossain, Shahriar Akter et al.

The value of customer analytics (CA) and artificial intelligence (AI) has been discussed separately at the forefront of research for business, marketing, and operations management. In spite of the strategic importance of CA and AI, there has been a paucity of research regarding the role of AI in operationalizing customer analytics (CA) capability. To address the gap, this study draws on a systematic literature review and thematic analysis for identifying the value-based CA capability antecedents that operationalize through AI in the context of retailing. The findings of this study extend the resource-based view (RBV)-capability theory in the spectrum of market orientation and technology orientation to generate a better intelligence of CA capability in the retail context while also providing theoretically grounded guidance to the practitioners. Hence, retail practitioners will likely be able to engage customers and enhance customer delight by incorporating CA capability dimensions, whic ....

Artificial Intelligence , Customer Analytics Capability , Customer Delight , Customer Engagement ,