Pereira, Clint2024-07-302024-07-302023Pereira, Clint. (2023). The Impact of Big Data in Customer Retention in Telecommunications within South Africa [Master’s dissertatio, University of the Witwatersrand, Johannesburg]. WireDSpace. https://hdl.handle.net/10539/39908https://hdl.handle.net/10539/39908A 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, 2023The research methodology used a survey-based approach with a sample size of 123 individuals who are familiar with Big Data approaches. The survey employed a 7-point Likert scale to measure the impact of service quality, customer knowledge, advanced analytical techniques, and customer relationships on customer satisfaction and retention. Additionally, secondary research was conducted using data statistics to support the survey findings. The study found that personalized options and advanced analytics through Big Data approaches significantly impact customer retention and satisfaction. Service quality elements, such as dependability, tangibility, and assurance, positively correlated with customer satisfaction. However, improved customer service and relationships were not significantly correlated with customer retention. The research identified challenges in data management, security, and leadership skills, recommending organizations to address these issues through proper consent management, data security measures, and providing relevant training for executives. In summary, the study emphasizes the positive influence of Big Data techniques on customer retention and satisfaction in the South African telecommunication industry, providing valuable insights and implications for decision-makersen© 2023 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.TelecommunicationsBig DataCustomer RetentionRetentionCustomer SatisfactionLoyaltyUCTDSDG-8: Decent work and economic growthDissertationUniversity of the Witwatersrand, Johannesburg