Analysis of customer experience in e-commerce using business intelligence
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Abstract
This study analyzes the impact of business intelligence (BI) on customer experience in e-commerce. Three objectives were evaluated: the impact of real-time data analysis on the personalization of the shopping experience, how BI can improve proactive problem resolution in customer service, and the influence of data integration on optimization and consistency of customer experience. Descriptive analyses, multiple regression, ANOVA, hypothesis testing and cluster analysis were performed on a sample of 150 e-commerce companies. The results indicate that ad personalization, facilitated by real-time data analysis, has a significant but negative impact on customer satisfaction and loyalty.
The qualitative analysis through interviews highlighted those BI tools allow for faster and more effective problem resolution. Data integration showed a trend to improve conversion rate and customer loyalty, although no statistically significant results were found. The cluster analysis identified four groups of companies with distinctive characteristics in terms of BI implementation and its impacts on customer experience. Companies with greater adoption of real-time data analytics and ad personalization showed challenges in customer satisfaction, while those with better data integration tended to have better conversion rates
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Nelson Esteban Salgado-Reyes , Instituto Universitario Japón - Ecuador
https://orcid.org/0000-0001-8908-7613
Nelson Salgado R. is a senior researcher at the University Institute of Japan and the Central University of Ecuador. I have a PhD in Communication Technologies (ICT) from the University of Extremadura with more than 25 years of experience in scientific research. My work focuses on business intelligence, having published more than 50 articles in high impact international journals.
Pamela Fajardo-Vanegas , Instituto Universitario Japón - Ecuador
https://orcid.org/0000-0001-6769-5167
Pamela Fajardo V. is a researcher and Academic Director at Instituto Universitario Japón and Academic Advisor at Instituto Cuest TV. I have a PhD in Business Administration from Benito Juarez University with more than 10 years of experience in academia and institutional management. My work focuses on management, having published more than 20 articles in high impact international journals.
Marcelo Vasquez-Guevara , Instituto Superior Tecnológico CUESTTV - Ecuador
https://orcid.org/0009-0009-4630-9437
Marcelo Vasquez Guevara is a researcher at the Instituto Tecnológico Cuest TV. He has a master's degree and more than 10 years of experience in academia and institutional management. The work focuses on research for publication in national and international journals of high impact.
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