Application of Big Data Analytics in Customization of E-mass Service: Main Possibilities and Obstacles

Abstract

The paper is based on a scientific literature analysis and, by examining scientific insights, it focuses on the assumption that Big Data Analytics (BDA) is an alternative used in modern organizations in decision making at e-mass service customization. An overall orientation to BDA application in management processes is presented as a useful construct not only for improving the decision-making procedure but also as a relevant source for strategic planning, process and cost optimization activities as well as for changes in supply chain and risk management. The data was obtained through the scientific literature analysis and systematized theoretical insights of the BDA influence in both possibility and obstacle dimensions to e-mass service customization.

Examing the Association Between Color and Mood

“…In financial service marketing, the emphasis was transferred from mass-market to customer-featurefocused marketing, since Big Data Analytic allows companies to conduct e-customization through large datasets filled with user characteristics [21]. Marketing objectives of financial service carriers differ from those of other industries, instead of selling products for once, have transformed into building long-term customerbusiness relationships of trust [22].…”