Big Data and Consumer Behavior

Abstract

This study investigates the impact of big data on online consumer satisfaction and purchasing behavior within the Moroccan context, addressing the gap in understanding its effects on consumer satisfaction in specific markets. Through a quantitative analysis, the authors explore how big data's application in personalized marketing strategies influences consumer behaviors and satisfaction. The research reveals the critical role of product quality and personalized recommendations in enhancing online consumer satisfaction, despite the general assumption of price as a primary factor. These findings suggest that big data, while potent in tailoring marketing efforts, shows varied significance in directly influencing consumer satisfaction levels in Morocco. The study contributes to the digital marketing literature by providing insights into the strategic application of big data in enhancing consumer engagement and satisfaction, offering managerial implications for leveraging technology in marketing strategies.