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The digital transformation of business. Towards the datafication of the relationship with customers

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  • Fernández-Rovira, Cristina
  • Álvarez Valdés, Jesús
  • Molleví, Gemma
  • Nicolas-Sans, Ruben

Abstract

Research presents an analysis of the most recent literature focused on digital transformation in business with special emphasis on the area of marketing. Within the framework of the changes that characterize the digital revolution in the Information Society, the use of Big Data is presented as the most important challenge and innovation of recent years. The use of massive data, only accessible to the largest companies, is seen as an effective tool for building customer loyalty by using data generated by the customers themselves to predict their behavior as consumers. However, this same use of data also raises ethical questions which should be explored.

Suggested Citation

  • Fernández-Rovira, Cristina & Álvarez Valdés, Jesús & Molleví, Gemma & Nicolas-Sans, Ruben, 2021. "The digital transformation of business. Towards the datafication of the relationship with customers," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    • Handle: RePEc:eee:tefoso:v:162:y:2021:i:c:s0040162520311653
    DOI: 10.1016/j.techfore.2020.120339
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    7. Angelina Roša (Rosha) & Liudmila Lobanova, 2022. "Ethical Responsibility of a Company in the Context of Digital Transformation of Work: Conceptual Model," Sustainability, MDPI, vol. 14(18), pages 1-29, September.
    8. Omar, Suha & Mohsen, Kholoud & Tsimonis, Georgios & Oozeerally, Adam & Hsu, Jen-Hsien, 2021. "M-commerce: The nexus between mobile shopping service quality and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    9. Molleví Bortoló, Gemma & Álvarez Valdés, Jesús & Nicolas-Sans, Ruben, 2023. "Sustainable, technological, and innovative challenges post Covid-19 in health, economy, and education sectors," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    10. Merín-Rodrigáñez, Joan & Dasí, Àngels & Alegre, Joaquín, 2024. "Digital transformation and firm performance in innovative SMEs: The mediating role of business model innovation," Technovation, Elsevier, vol. 134(C).
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    12. Lewlisa Saha & Hrudaya Kumar Tripathy & Soumya Ranjan Nayak & Akash Kumar Bhoi & Paolo Barsocchi, 2021. "Amalgamation of Customer Relationship Management and Data Analytics in Different Business Sectors—A Systematic Literature Review," Sustainability, MDPI, vol. 13(9), pages 1-35, May.

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