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Revisiting Customer Analytics Capability For Data-Driven Retailing, Md Afnan Hossain, Shahriar Akter, Venkata K. Yanamandram
Revisiting Customer Analytics Capability For Data-Driven Retailing, Md Afnan Hossain, Shahriar Akter, Venkata K. Yanamandram
Sydney Business School - Papers
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 …