Investigating the impact of business analytics on consumer experience and loyalty in the supermarket industry of Ireland
Authors
Ali, Suleman
Issue Date
2024
Degree
MBA in Business Administration
Publisher
Dublin Business School
Rights holder
Rights
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Abstract
The goal of this research is to explore the effect of business analytics on the improvement of the customer experience and loyalty in the supermarket industry in Ireland. It indicates that such an analysis helps to individualize the interactions with a particular customer that in turn leads to an increase in customer loyalty and competitiveness. Nevertheless, there are data integration problems, privacy rights concerns, and the need for qualified workers hurdles to a greater extent. Some impediments to success are addressed by the well-established supermarkets by implementing robust technological infrastructure and data-driven culture of decision making. Data generated in this study depends mostly on larger supermarkets that will limit its use to the small retailers. The investigation shows the process-driving capabilities of business analytics for supplier sector that may need to be covered in future research more extensively and qualitatively