The Impact of Big Data on Customer Satisfaction Through Marketing

Abstract

This chapter is based on the conceptualization of the use of big data within marketing strategies to improve customer satisfaction. This analysis is undertaken through a bibliometric study to map the actual state of the field, analyze previous trends and predict future research lines. This topic has experienced continuous growth over the last few years, attracting the attention of scholars and managers and becoming significant enough to allow the formers to publish their research in leading journals. Although the research field is still in the development stage, the potential of blockchain is still to be discovered. In the meantime, business processes will be modified, and consumption paradigms will be changed forever.