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Please use this identifier to cite or link to this item: http://dspace.bits-pilani.ac.in:8080/jspui/handle/123456789/10871
Title: Two Decades of Research on Consumer Behaviour and Analytics: Reviewing the Past to Prepare for the Future
Authors: Nigam, Achint
Keywords: Management
Consumer behaviour
Analytics
Issue Date: 2022
Publisher: IGI Global
Abstract: The present study is a systematic literature review that identifies the context of consumer behaviour and analytics in business to forecast the future of consumer behaviour with changing business trends through TCCM (theory, context, characteristics, method) guidelines. The authors identified that prior research used theories in different disciplines to explain the phenomenon in customer behaviour and analytics literature. When considering the theory, these phenomena often can be segregated based on the industry (e.g., marketing, advertising, sales, healthcare, human resource management, tourism), focusing on status-based mechanisms (e.g., cross-gaming predictive models), inertia-based mechanisms (e.g., theory of rational expectations and adaptive learning), or relationship-based mechanisms (e.g., theory of consumer engagement behaviour).
URI: https://www.igi-global.com/gateway/article/313381
http://dspace.bits-pilani.ac.in:8080/xmlui/handle/123456789/10871
Appears in Collections:Department of Management

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