Impact of Big Data and Knowledge Management on Customer Interactions and Consumption Patterns: Applied Science Research Perspective

Authors

  • Muhammad Nafees Khan School of Management, Harbin Institute of Technology, Harbin, China
  • Zhen Shao School of Management, Harbin Institute of Technology, Harbin, China
Volume: 14 | Issue: 3 | Pages: 14125-14133 | June 2024 | https://doi.org/10.48084/etasr.7203

Abstract

This study aims to systematically review the literature on the impact of big data and knowledge management on customer interactions and consumption patterns from an applied science perspective. A comprehensive search strategy was implemented in seven scientific publication databases. The inclusion criteria consisted of original research articles published in English, excluding gray literature, book chapters, and conference proceedings. A total of 400 articles were retrieved, and 40 articles met the inclusion criteria after two rounds of screening. The selected articles were analyzed following a mixed-method approach incorporating qualitative and quantitative data analysis techniques. Thematic analysis was deployed to identify recurring themes and patterns in the articles, while descriptive statistics were used to summarize the study characteristics. The data analysis showed that big data and knowledge management significantly affect customer interactions and consumption patterns, with most studies focusing on the retail and banking sectors. The findings of this study have several theoretical and practical implications. From a theoretical point of view, this review contributes to the growing body of literature on the intersection of big data, knowledge management, and consumer behavior. From a practical perspective, the results can inform policymakers and practitioners on leveraging big data and knowledge management in order to improve customer interactions and consumption patterns.

Keywords:

big data, customer knowledge management, customer interaction, consumption pattern, consumer behavior, innovation, artificial intelligence

Downloads

Download data is not yet available.

References

A. K. Kar and Y. K. Dwivedi, "Theory building with big data-driven research – Moving away from the 'What' towards the 'Why,'" International Journal of Information Management, vol. 54, Oct. 2020, Art. no. 102205.

K. Gillon, S. Aral, C.-Y. Lin, S. Mithas, and M. Zozulia, "Business Analytics: Radical Shift or Incremental Change?," Communications of the Association for Information Systems, vol. 34, no. 1, Jan. 2014.

I. D. Constantiou and J. Kallinikos, "New games, new rules: big data and the changing context of strategy," Journal of Information Technology, vol. 30, no. 1, pp. 44–57, Mar. 2015.

S. Shilo, H. Rossman, and E. Segal, "Axes of a revolution: challenges and promises of big data in healthcare," Nature Medicine, vol. 26, no. 1, pp. 29–38, Jan. 2020.

Md. M. Hussain, M. M. S. Beg, and M. S. Alam, "Fog Computing for Big Data Analytics in IoT Aided Smart Grid Networks," Wireless Personal Communications, vol. 114, no. 4, pp. 3395–3418, Oct. 2020.

P. Zerbino, D. Aloini, R. Dulmin, and V. Mininno, "Big Data-enabled Customer Relationship Management: A holistic approach," Information Processing & Management, vol. 54, no. 5, pp. 818–846, Sep. 2018.

T. L. Baker, J. B. Hunt, and L. L. Scribner, "The Effect of Introducing a New Brand on Consumer Perceptions of Current Brand Similarity: The Roles of Product Knowledge and Involvement," Journal of Marketing Theory and Practice, vol. 10, no. 4, pp. 45–57, Oct. 2002.

J. Wu, B. Guo, and Y. Shi, "Customer knowledge management and IT-enabled business model innovation: A conceptual framework and a case study from China," European Management Journal, vol. 31, no. 4, pp. 359–372, Aug. 2013.

A. Rahman and M. N. A. Khan, "A Classification Based Model to Assess Customer Behavior in Banking Sector," Engineering, Technology & Applied Science Research, vol. 8, no. 3, pp. 2949–2953, Jun. 2018.

S. Bagheri, R. J. Kusters, and J. J. M. Trienekens, "Business-IT alignment in PSS value networks linking customer knowledge management to social customer relationship management: 17th International Conference on Enterprise Information Systems (ICEIS 2015)," in 17th International Conference on Enterprise Information Systems, Barcelona, Spain, Apr. 2015, pp. 249–257.

Y. H. Chen and C. T. Su, "A Kano-CKM model for customer knowledge discovery," Total Quality Management & Business Excellence, Jun. 2006.

J. Zhao, T. Wang, and X. Fan, "Patient value co-creation in online health communities: Social identity effects on customer knowledge contributions and membership continuance intentions in online health communities," Journal of Service Management, vol. 26, no. 1, pp. 72–96, Jan. 2015.

A. Aho and L. Uden, "Strategic management for product development," Business Process Management Journal, vol. 19, no. 4, pp. 680–697, Jan. 2013.

S. Mjahed Hammami and A. Triki, "Exploring the information technology contribution to service recovery performance through knowledge based resources," VINE, vol. 41, no. 3, pp. 296–314, Jan. 2011.

P. C. Verhoef, K. N. Lemon, A. Parasuraman, A. Roggeveen, M. Tsiros, and L. A. Schlesinger, "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, vol. 85, no. 1, pp. 31–41, Mar. 2009.

V. Y. Ourzik, "Customer knowledge management: a systematic literature review and agenda for future research," European Conference on Knowledge Management, vol. 23, no. 2, pp. 1384–1394, Aug. 2022.

R. Chierici, A. Mazzucchelli, A. Garcia-Perez, and D. Vrontis, "Transforming big data into knowledge: the role of knowledge management practice," Management Decision, vol. 57, no. 8, pp. 1902–1922, Jan. 2018.

A. J. Campbell, "Creating customer knowledge competence: managing customer relationship management programs strategically," Industrial Marketing Management, vol. 32, no. 5, pp. 375–383, Jul. 2003.

E. P. Bafghi, "Clustering of Customers Based on Shopping Behavior and Employing Genetic Algorithms," Engineering, Technology & Applied Science Research, vol. 7, no. 1, pp. 1420–1424, Feb. 2017.

H. Alryalat and S. Al Hawari, "Towards Customer Knowledge Relationship Management: Integrating Knowledge Management and Customer Relationship Management Process," Journal of Information & Knowledge Management, vol. 7, no. 3, pp. 145–157, Sep. 2008.

H. Gebert, M. Geib, L. Kolbe, and W. Brenner, "Knowledge‐enabled customer relationship management: integrating customer relationship management and knowledge management concepts[1]," Journal of Knowledge Management, vol. 7, no. 5, pp. 107–123, Jan. 2003.

H. A. Smith and J. D. McKeen, "Developments in Practice XVIII-Customer Knowledge Management: Adding Value for Our Customers," Communications of the Association for Information Systems, vol. 16, no. 1, Nov. 2005.

T. D. Sofianti, K. Suryadi, R. Govindaraju, and B. Prihartono, "Customer Knowledge Co-creation Process in New Product Development," in Proceedings of the World Congress on Engineering 2010 Vol I, London, UK, Jul. 2010.

A. S. M. Zahari, K. A. Wahid, and R. Mahmood, "The effect of customer knowledge management on organisational performance," Building Future Competences, vol. 1, no. 2, pp. 34–48, 2019.

M. Anshari, M. N. Almunawar, S. A. Lim, and A. Al-Mudimigh, "Customer relationship management and big data enabled: Personalization & customization of services," Applied Computing and Informatics, vol. 15, no. 2, pp. 94–101, Jul. 2019.

Y. K. Dwivedi et al., "Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy," International Journal of Information Management, vol. 57, Apr. 2021, Art. no. 101994.

A. Vaccaro, R. Parente, and F. M. Veloso, "Knowledge Management Tools, Inter-Organizational Relationships, Innovation and Firm Performance," Technological Forecasting and Social Change, vol. 77, no. 7, pp. 1076–1089, Sep. 2010.

K. M. Eisenhardt and F. M. Santos, "Handbook of Strategy and Management," in Handbook of Strategy and Management, London, UK: SAGE Publications Ltd, 2006, pp. 139–164.

H. Salojärvi and L. M. Sainio, "CRM technology and KAM performance: The mediating effect of key account-related knowledge," Journal of Business Market Management, vol. 8, no. 1, pp. 435–454, 2015.

S. Ghobadi, "What drives knowledge sharing in software development teams: A literature review and classification framework," Information & Management, vol. 52, no. 1, pp. 82–97, Jan. 2015.

H. Salojärvi, S. Saarenketo, and K. Puumalainen, "How customer knowledge dissemination links to KAM," Journal of Business & Industrial Marketing, vol. 28, no. 5, pp. 383–395, Jan. 2013.

W. J. Orlikowski, "The Duality of Technology: Rethinking the Concept of Technology in Organizations," Organization Science, vol. 3, no. 3, pp. 398–427, Aug. 1992.

P. Van Den Brink, "Measurement of conditions for knowledge sharing," in Proceedings 2nd European Conference on Knowledge Management, 2001.

R. W. Palmatier, M. B. Houston, and J. Hulland, "Review articles: purpose, process, and structure," Journal of the Academy of Marketing Science, vol. 46, no. 1, Jan. 2018.

J. Paul, W. M. Lim, A. O’Cass, A. W. Hao, and S. Bresciani, "Scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR)," International Journal of Consumer Studies, vol. 45, no. 4, pp. O1–O16, 2021.

J. Paul and A. R. Criado, "The art of writing literature review: What do we know and what do we need to know?," International Business Review, vol. 29, no. 4, Aug. 2020, Art. no. 101717.

H. Snyder, "Literature review as a research methodology: An overview and guidelines," Journal of Business Research, vol. 104, pp. 333–339, Nov. 2019.

W. M. Lim, "Challenger marketing," Industrial Marketing Management, vol. 84, pp. 342–345, Jan. 2020.

M. H. Shahab, E. Ghazali, and M. Mohtar, "The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda," International Journal of Consumer Studies, vol. 45, no. 4, pp. 664–689, 2021.

K. Kasemsap, "Knowledge Management: Applications and Implications," in Evaluating Media Richness in Organizational Learning, IGI Global, 2018, pp. 232–261.

M. Chopra, N. Saini, S. Kumar, A. Varma, S. K. Mangla, and W. M. Lim, "Past, present, and future of knowledge management for business sustainability," Journal of Cleaner Production, vol. 328, Dec. 2021, Art. no. 129592.

K. V. Fernandez, "Critically Reviewing Literature: A Tutorial for New Researchers," Australasian Marketing Journal, vol. 27, no. 3, pp. 187–196, Aug. 2019.

J. MacDonald, "Systematic approaches to a successful literature review," Journal of the Canadian Health Libraries Association, vol. 34, no. 1, pp. 46–47, 2013.

W. M. Lim, T. Rasul, S. Kumar, and M. Ala, "Past, present, and future of customer engagement," Journal of Business Research, vol. 140, pp. 439–458, Feb. 2022.

Q. Mohi Ud Din and L. Zhang, "Unveiling the Mechanisms through Which Leader Integrity Shapes Ethical Leadership Behavior: Theory of Planned Behavior Perspective," Behavioral Sciences, vol. 13, no. 11, Nov. 2023, Art. no. 928.

S. Azhar, "The Relationship between Customer Knowledge and Customer Relationship Management Towards Service Quality in Malaysia.", SSRN.

Downloads

How to Cite

[1]
M. N. Khan and Z. Shao, “Impact of Big Data and Knowledge Management on Customer Interactions and Consumption Patterns: Applied Science Research Perspective”, Eng. Technol. Appl. Sci. Res., vol. 14, no. 3, pp. 14125–14133, Jun. 2024.

Metrics

Abstract Views: 154
PDF Downloads: 73

Metrics Information

Most read articles by the same author(s)