EXAMINING THE ROLE OF BIG DATA AND PREDICTIVE ANALYTICS IN ENHANCING CUSTOMER EXPERIENCE AND PERSONALIZED FINANCIAL PRODUCTS
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ID: 311330
2025
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Abstract
The rapid growth of big data and predictive analytics has fundamentally transformed the way financial institutions design and deliver customer-centric services. This study empirically examines the role of big data and predictive analytics in enhancing customer experience and enabling personalized financial products through an experimental mixed-methods research approach. Large-scale transactional, behavioral, and demographic datasets were analyzed using advanced predictive modeling techniques to evaluate improvements in customer engagement, satisfaction, retention, and revenue performance relative to traditional rule-based systems. Quantitative results demonstrate that predictive analytics significantly improves model accuracy, product adoption rates, cross-selling effectiveness, and customer retention, while also reducing prediction error across iterative model development. Complementary qualitative insights further confirm that data-driven personalization enhances perceived service quality, trust, and customer satisfaction. The integrated findings indicate that financial institutions leveraging big data analytics can achieve superior decision-making and more precise personalization, leading to sustainable competitive advantage. The study contributes to the growing literature on data-driven financial innovation by providing empirical evidence of the strategic value of predictive analytics in improving customer experience and optimizing personalized financial offerings within modern digital financial ecosystems.
| Reference Key |
Malik2025financeEXAMINING
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|---|---|
| Authors | Ayesha Malik; |
| Journal | Finance and Management Review |
| Year | 2025 |
| DOI |
52
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