Electronic Theses and Dissertations (Masters/MBA)

Permanent URI for this collectionhttps://hdl.handle.net/10539/37942

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Subject: search.filters.subject.Customer Experience

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    Big Data Analytics as a Customer Retention and Acquisition Strategy within South African Retail Banking
    (University of the Witwatersrand, Johannesburg, 2024) Kharidzha, Muano; Chalomba, Nakuze
    Big Data analytics in banking can lead to superior performance, but the industry is still working to understand its relationship with organisational impact. To stay relevant, banks should invest in big data analytics, offering customer-centric experiences for retention and acquisition strategies, as threats from non-banks threaten the banking space. This study offers a novel approach to investigating how the application of BDA in the form of personalised customer engagements, product offerings, and fraud detection in the South African banking environment can be used as a customer acquisition and retention strategy. A quantitative method of study was used, where digitally active banking customers were requested to complete an online survey. The study's overall conclusion is that, thanks to the considerable impacts of the above-mentioned BDA applications on customer experience, there is a positive correlation between BDA and customer acquisition and retention
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    The use of digital technologies by financial institutions to offer personalised offerings and bespoke customer experience in Gauteng
    (University of the Witwatersrand, Johannesburg, 2022) Mgoza, Zanele; Godspower-Akpomiemie, Euphemia
    Personalisation has become a crucial marketing strategy in the digital age. As a result, companies need to quickly adapt their tactics to include hyper- personalization and customer experience metrics. The use of digital technologies, such as Big Data Analytics and AI, ultimately determines the success of personalisation efforts. This study aims to outline how banks use these digital technologies to map out customer journeys and personas, allowing them to deliver personalised messages to customers