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Keywords: Big data analytics
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Journal Articles
An experimental investigation of the impact of using big data analytics on customers’ performance measurement
Available to Purchase
Journal:
Accounting Research Journal
Accounting Research Journal (2022) 35 (1): 37–54.
Published: 26 January 2021
...Marwa Rabe Mohamed Elkmash; Magdy Gamal Abdel-Kader; Bassant Badr El Din Purpose This study aims to investigate and explore the impact of big data analytics (BDA) as a mechanism that could develop the ability to measure customers’ performance. To accomplish the research aim, the theoretical...
