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Human Resources Development for the Use of Big Data Analytics in the Customer Business of German Banks

Human Resources Development for the Use of Big Data Analytics in the Customer Business of German Banks

Carsten Giebe, Michael Menrad
Copyright: © 2023 |Pages: 27
ISBN13: 9781668459591|ISBN10: 1668459590|ISBN13 Softcover: 9781668459607|EISBN13: 9781668459614
DOI: 10.4018/978-1-6684-5959-1.ch009
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MLA

Giebe, Carsten, and Michael Menrad. "Human Resources Development for the Use of Big Data Analytics in the Customer Business of German Banks." Handbook of Research on Driving Socioeconomic Development With Big Data, edited by Zhaohao Sun, IGI Global, 2023, pp. 197-223. https://doi.org/10.4018/978-1-6684-5959-1.ch009

APA

Giebe, C. & Menrad, M. (2023). Human Resources Development for the Use of Big Data Analytics in the Customer Business of German Banks. In Z. Sun (Ed.), Handbook of Research on Driving Socioeconomic Development With Big Data (pp. 197-223). IGI Global. https://doi.org/10.4018/978-1-6684-5959-1.ch009

Chicago

Giebe, Carsten, and Michael Menrad. "Human Resources Development for the Use of Big Data Analytics in the Customer Business of German Banks." In Handbook of Research on Driving Socioeconomic Development With Big Data, edited by Zhaohao Sun, 197-223. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-5959-1.ch009

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Abstract

Big data analytics (BDA) can be seen as a useful tool to gain valuable insights into the mindset and behaviour of potential and current customers. In banking, too, BDA is now considered a key factor in better understanding customers along their customer journey. This can be achieved with the prediction of product affinities, purchase probabilities, or sales channel preferences. This article deals with the question of which aspects of human resource development should be applied in the transfer of knowledge on the use of BDA the customer business of German banks in order to ensure successful implementation. In order to be able to answer the research question, the results of standardised interviews with bank experts (N=43) in Germany form the backbone of this study. This paper summarizzes the findings of the quantitative research. The results of this paper can be useful for practitioners and researchers in order to make the potential of personnel development measures in the context of BDA in the banking industry recognizable and usable.

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