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The Role of Big Data in Enhancing Customer Experience in UAE Retail
International Journal of Business Administration
Purpose: The objective of this research was to identify critical success factors for the adoption of Big Data in UAE retail. The use of Big Data, in this case, focused on improving its system of recommendations for a better understanding of consumer behavior and its impact on consumer experience.Design/Methodology/Approach: The research was done through interviews & observation of shopping patterns. A semi - structured interview script was used for the interviews.Findings: Based on the results,doi:10.5430/ijba.v9n6p76 fatcat:oor4hkucunen5k6oucgci34pxa