This study investigates the influence of big data analytics on personalized customer experiences through a systematic literature review of peer-reviewed publications. The main objective is to explore how organizations leverage big data to enhance customer engagement, satisfaction, and loyalty by delivering personalized services and interactions. Using a systematic approach, 28 high-quality academic sources were selected from leading databases including Scopus, Web of Science, and ScienceDirect. Content analysis was employed to identify recurring themes and interpret the strategic implications of big data-driven personalization. Findings reveal that big data analytics significantly enhances personalization by enabling real-time behavioral tracking, predictive modeling, and sentiment analysis, thereby supporting more accurate and context-aware customer interactions. Technologies such as machine learning, artificial intelligence, and natural language processing were frequently cited as key enablers. Despite the substantial benefits, organizations face notable implementation challenges, including data quality issues, ethical concerns, algorithmic bias, and integration complexity. The study concludes that while big data analytics presents transformative potential for delivering customized customer experiences, success is contingent on ethical data governance, technical capability, and cross-functional collaboration. Businesses are encouraged to build agile data infrastructures and foster a culture of data-driven innovation. Policymakers must enact forward-looking regulations that ensure consumer protection without stifling innovation. Future research should focus on sector-specific applications and explore the societal impact of increasingly personalized digital environments.
Onaghinor et al. (Wed,) studied this question.
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