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"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 ,