The Role of Big Data Analytics in Enhancing Customer Experience on E-Commerce Platforms

Abstract

The paper herein discusses the significance of Big Data Analytics (BDA) to improve the customer experience on an e-commerce site. It explores three key dimensions: personalization, operational effectiveness and accuracy predictions. Several theoretical factors question the effectiveness of this approach, yet research findings show that much of this contributes little to the increase in customer satisfaction, operation results, or retention. It was received from questionnaires, sales records and user feedbacks then preprocessed before undergoing analysis. Studies indicate that while Personalization and Predictive analytics are two important concepts; they do not greatly enhance customer satisfaction or retention. Savings attained from operative efficiencies do not contribute much to the improvement of the customers’ experience. In general, this study demonstrates that win ‘win’ outcomes cannot be driven solely by BDA but by refining it through overall strategies in communication such as strategic product quality, transparency and firm post sales support. A limited scope of analyzed big data, lack of real-time data tracking, and thus, could be considered the possible directions for BDA future development in more various contexts in the field of e-commerce.