Customer-centered data power: Sensing and responding capability in big data analytics

Hsiao-Ting Tseng

Journal of Business Research, 2023, vol. 158, issue C

Abstract: In recent years, data-driven strategy formulation has become a trend in business to gain competitive advantages. Therefore, a company’s customer perception and responsiveness play an important role. Previous research has not explored how to effectively use big data to quantitatively understand customers. Thus, this study collects top managers’ opinions from different companies and applies a quantitative method to empirically examine the proposed model to enhance operations. This finding suggests that using big data analysis tools effectively enhances customer sensing and response capabilities. Furthermore, customer sensing and responding capabilities significantly lead to new product success. The implications are discussed considering both theoretical and practical perspectives.

Keywords: Big data; Customer sensing capability; Customer responding capability; New product success (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:158:y:2023:i:c:s0148296323000474

DOI: 10.1016/j.jbusres.2023.113689

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