Big Data Analytics as a Customer Retention and Acquisition Strategy within South African Retail Banking
| dc.contributor.author | Kharidzha, Muano | |
| dc.contributor.supervisor | Chalomba, Nakuze | |
| dc.date.accessioned | 2025-02-19T08:43:15Z | |
| dc.date.issued | 2024 | |
| dc.description | A research report submitted in partial fulfillment of the requirements for the degree of Master of Management in the field of Digital Business to the Faculty of Commerce, Law, and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2024 | |
| dc.description.abstract | 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 | |
| dc.description.submitter | MM2025 | |
| dc.faculty | Faculty of Commerce, Law and Management | |
| dc.identifier.citation | Kharidzha, Muano. (2024). Big Data Analytics as a Customer Retention and Acquisition Strategy within South African Retail Banking [Master’s dissertation, University of the Witwatersrand, Johannesburg].WireDSpace.https://hdl.handle.net/10539/43916 | |
| dc.identifier.uri | https://hdl.handle.net/10539/43916 | |
| dc.language.iso | en | |
| dc.publisher | University of the Witwatersrand, Johannesburg | |
| dc.rights | © 2025 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg. | |
| dc.rights.holder | University of the Witwatersrand, Johannesburg | |
| dc.school | WITS Business School | |
| dc.subject | Banking | |
| dc.subject | Big Data Analytics | |
| dc.subject | Customer Experience | |
| dc.subject | Customer Retention | |
| dc.subject | Customer Acquisition | |
| dc.subject | UCTD | |
| dc.subject.other | SDG-8: Decent work and economic growth | |
| dc.title | Big Data Analytics as a Customer Retention and Acquisition Strategy within South African Retail Banking | |
| dc.type | Dissertation |