Evaluating the influence of advanced analytics on client management systems in UAE telecom firms

Abstract

Amid rapid technological advancements, the telecommunications sector in the United Arab Emirates increasingly adopts big data analytics to optimize customer relationship management. This study investigates the effects of big data on customer satisfaction, decision-making, operational efficiency, and ethical practices. Data from 296 stakeholders, including employees, management, and customers, were analyzed using structural equation modeling with the Analysis of Moment Structures.The results demonstrate a strong positive correlation between big data integration and improved decision-making in customer relationship management (r = 0.75, p < 0.001), which significantly enhances customer satisfaction (r = 0.80, p < 0.001). Additionally, big data integration directly influences customer satisfaction (r = 0.42, p < 0.001), further validating its critical role. However, ethical data usage presents challenges, showing a negative correlation with customer satisfaction (r = –0.15, p < 0.05) and decision-making (r = –0.50, p < 0.001). Descriptive statistics indicate strong approval for big data integration (mean = 3.6) and decision-making (mean = 3.93), while ethical practices score lower (mean = 3.38), and the complexity of big data analytics remains high (mean = 4.43), revealing significant implementation barriers.

Keywords

• customer satisfaction
• data integration
• decision-making
• ethical practices
• operational efficiency
• telecom industry