Determinants of Customer Analytics Capabilities

Abstract

Customer analytics is essential for creating insights from massive data that can be used to enhance management decision-making at various consumer levels, product creation, and service innovation. However, no studies have examined the potential of consumer analytics for achieving long-term corporate success. This research examines the structures of customer analytics capabilities in order to fill this gap by drawing upon a rigorous assessment of the big data literature. The interpretative framework for this study shows the concept of customer analytics, its significance, and the building blocks for consumer analytics capabilities. The research suggests a model of consumer analytics capabilities made up of four main constructs and some significant supporting sub-constructs. The study elaborates on developing a model to analyze sustainable firm performance through dimensions of customer analytics capabilities.