EconPapers    
Economics at your fingertips  
 

Revisiting customer analytics capability for data-driven retailing

Md Afnan Hossain, Shahriar Akter and Venkata Yanamandram

Journal of Retailing and Consumer Services, 2020, vol. 56, issue C

Abstract: Customer analytics is one of the most dominant strategic weapons in today's competitive retail environment. In spite of its strategic importance, there is scant attention to investigating customer analytics capabilities in the retail context. Drawing on a systematic literature review and thematic analysis, this study proposes a multidimensional customer analytics capability model by identifying relevant dimensions and sub-dimensions in retail settings. The principal contribution of this study is that the model links a customer analytics perspective to a resource-based view (RBV)-capability of the retailers by proposing six customer analytics capability dimensions and twelve sub-dimensions in the spectrum of market orientation and technology orientation. The customer analytics capability dimensions depict three crucial themes of marketing, such as value creation (offering capability and personalization capability), value delivery (distribution capability and communication capability), and value management (data management capability and data protection capability). By incorporating this capability dimensions, practitioners will likely be able to engage customers and enhance customer equity.

Keywords: Customer analytics capability; Data-driven retailing; Outside-in marketing; Systematic literature review; Thematic analysis (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698919314523
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:56:y:2020:i:c:s0969698919314523

DOI: 10.1016/j.jretconser.2020.102187

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Haili He ().

 
Page updated 2020-10-10
Handle: RePEc:eee:joreco:v:56:y:2020:i:c:s0969698919314523