University of Twente Student Theses
Mapping dimensions of customer experience using big data analytics to enhance customer relationship management strategies : a case study in the B2B context
Oosterholt, S.S. (2024) Mapping dimensions of customer experience using big data analytics to enhance customer relationship management strategies : a case study in the B2B context.
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| Abstract: | This paper investigates the role of customer emotions in predicting referral intention and repurchase behavior. A combined qualitative and quantitative research approach was implemented to extract sentiment from written customer reviews that serve as input for the regression analysis. The results show that a combination of qualitative and quantitative customer data might reveal underlying dimensions of customer satisfaction in contrast with the usage of uni-dimensional constructs like Net Promoter Score to measure customer satisfaction. Furthermore, the outcomes show that combining customer relationship management strategies with the implementation of a customer-centric culture can be beneficial for strengthening customer relationships, increased firm performance and reduced churn rates. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/98462 |
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