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1. 1. Impact of Customer Analytics Use on CRM : Role of Analytics's culture, Information quality, and customer orientation

   University essay from Karlstads universitet/Handelshögskolan (from 2013)

   Author : Tommy Pham; [2021]
   Keywords : Systemvetenskap; informationssystem; informatik; Information Systems;

   Abstract : The present research work is an exploratory study that aims to investigate the impact of Big Data Customer Analytics Use (BDCAUse) in customer relationship management (CRM) by providing a comprehensive overview of the main factors that can affect BDCAUse in the organizations andhow this use affects the information quality. The influence of BDCAUse could bring benefits and increase the competitive advantage for the companies. READ MORE