The role of big data analytics in improving managerial decision-making: A case study of MTN Nigeria
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Background of the Study
Big data analytics has become an essential tool for businesses in the digital age, providing valuable insights into consumer behavior, operational performance, and market trends. The telecommunications industry, characterized by intense competition and rapid technological advancements, stands to benefit greatly from the strategic use of big data analytics. MTN Nigeria, one of the country’s largest telecom operators, has made significant investments in data-driven technologies to optimize its operations and improve customer service (Ibrahim & Taiwo, 2024). Big data analytics allows companies like MTN to process vast amounts of data generated from customer interactions, network usage, and market trends to make more informed managerial decisions.
In the context of MTN Nigeria, big data analytics enables the company to improve decision-making in various aspects, such as marketing, network management, customer service, and financial forecasting. By analyzing consumer preferences and behavior patterns, MTN can tailor its products and services to meet customer needs while maximizing operational efficiency (Okoro & Adebisi, 2023). Moreover, big data analytics plays a critical role in identifying emerging market trends, improving risk management, and enhancing strategic decision-making. Despite its potential, the adoption of big data analytics in Nigerian companies like MTN faces challenges such as data privacy concerns, a shortage of skilled data scientists, and technological infrastructure limitations.
Statement of the Problem
Although MTN Nigeria has invested in big data analytics to improve its operations, there is limited empirical research on how the company utilizes this technology to enhance managerial decision-making. The telecom industry in Nigeria is highly competitive, and companies need accurate and timely data to make informed decisions that can improve performance and profitability. This study seeks to examine the role of big data analytics in improving decision-making at MTN Nigeria, focusing on its impact on operational efficiency, customer satisfaction, and market positioning.
Objectives of the Study
- To assess how big data analytics influences managerial decision-making at MTN Nigeria.
- To evaluate the role of big data in improving customer satisfaction and service delivery at MTN Nigeria.
- To identify the challenges faced by MTN Nigeria in implementing big data analytics for managerial decision-making.
Research Questions
- How does big data analytics influence managerial decision-making at MTN Nigeria?
- What impact does big data analytics have on customer satisfaction and service delivery at MTN Nigeria?
- What challenges does MTN Nigeria face in implementing big data analytics for decision-making?
Research Hypotheses
- H₀: Big data analytics does not significantly influence managerial decision-making at MTN Nigeria.
- H₀: Big data analytics does not significantly improve customer satisfaction and service delivery at MTN Nigeria.
- H₀: MTN Nigeria does not face significant challenges in implementing big data analytics for managerial decision-making.
Scope and Limitations of the Study
This study will focus on MTN Nigeria and how it utilizes big data analytics for decision-making. Data will be collected through interviews with management, surveys with employees, and analysis of performance metrics. Limitations include access to proprietary data and the potential reluctance of employees to share information regarding internal processes.
Definitions of Terms
- Big Data Analytics: The process of examining large and complex datasets to uncover hidden patterns, correlations, and insights that can inform business decisions.
- Managerial Decision-Making: The process by which managers use available data and information to make choices that guide the organization’s strategies and operations.
- Customer Satisfaction: The degree to which customers are happy with a company’s products or services.
Operational Efficiency: The ability to deliver products or services at the lowest cost with the highest quality.
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