The Use of Data in Improving the Customer Experience: A Field Study at K-Card Iraq

Abstract

The aim of this research was to determine the nature of the impact of big data on improving the customer experience at K-Card Digital Services. Using a descriptive-analytical approach, the research population comprised the general management of K-Card, with a sample of 80 employees whose views were surveyed using a questionnaire; the data were analysed using the SPSS V27 statistical package. The study concluded that there is a strong positive impact of big data on improving the customer experience at the company under study, Several recommendations were put forward, the most important of which was the need to provide organisational support to integrate the requirements of the transition towards utilising big data. This can be achieved by establishing departments and units specialising in its digital and technological aspects, which provide studies and information on the services offered by the company and the extent of customer satisfaction with them.