https://www.mdu.se/

Date:   29^th May 2018   

Level: Master Thesis in Business Administration, 15 ECTS

Institution:     School of Business, Society and Engineering, Mälardalen University

Authors:         Alesia Peshku      Omarni Whight-Webb

               6^th April, 1995                    21^st August, 1995

Title:             The integration of big data in customer-support service and value creation – a study of how firms use the potentiality of big data to create value in the field of customer-support service.

Tutor:             Konstantin Lampou

Keywords:   Big Data; Customer Support-Service field; Big Data Analytics, Artificial Intelligence

Research        How are firms creating value from big data, in the field of customer

question:         service?

Purpose:       The purpose of this research is to understand how the information that lies in big data helps firms to create value in the field of customer-support service. A particular focus is placed on the identification of these ‘value-creating’ factors. By pinpointing these factors, the main goal is to shed light on the concept of value and how it is perceived within raw data in relation to customer service.

Method:         This research was conducted using a qualitative research method. The data was collected through interviews and systematic observation near Ticketbird- a start-up company that was treated as a case study.

Conclusion:    The aim of this study was to answer the research question regarding the process of value creation in big data, with specificity to the field of customer service. In doing so, the insights gained allowed for the identification of what was earlier referred to as ‘value-creating factors’. These factors were then labeled as major or minor, the differentiator being major themes were identified as interactions with the consumer while the later were processes conducted before or after the interaction with consumers.