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The role of using big data in predicting customer behaviour: the intermediary role of business intelligence in Jordanian telecommunications companies (a field study)

Author

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  • Raed. M. Khrisat
  • Amineh A. Khaddam
  • Mohammed A. Abusweilem

Abstract

The aim of study is to investigate the role of big data in predicting customer behaviour and the intermediate role of business intelligence in the Jordanian telecom companies. In order to achieve the objectives of this study, the questionnaire was developed to collect data in a random stratified manner on a sample of 168 employees working in the senior and middle management of the heads of departments in the Jordanian telecommunication companies (Zain, Orange and Umniah). The study hypotheses were selected using descriptive and analytical statistical methods using (Amos) programs. The study found that there is an indirect effect of the big data dimensions combined in predicting the behaviour of the customer with the presence of business intelligence as an intermediate variable for the Jordanian telecomcompanies.

Suggested Citation

  • Raed. M. Khrisat & Amineh A. Khaddam & Mohammed A. Abusweilem, 2023. "The role of using big data in predicting customer behaviour: the intermediary role of business intelligence in Jordanian telecommunications companies (a field study)," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 42(1), pages 23-42.
    • Handle: RePEc:ids:ijbisy:v:42:y:2023:i:1:p:23-42
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    Cited by:

    1. Kwabena Abrokwah-Larbi, 2024. "The nexus between customer value analytics and SME performance in emerging market: a resource-based view perspective," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 14(1), pages 1-20, December.

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