Leveraging big data analysis to enhance customer experience: A comparative study of Apple, Airbnb, Starbucks, Netflix and Amazon

This thesis aims to investigate the utilization of big data by industry leaders such as Amazon, Airbnb, Netflix, Apple, and Starbucks, with a primary focus on its impact on enhancing the customer experience and facilitating informed decision-making processes. Employing a comprehensive case study methodology involving SWOT analyses and surveys, the research uncovered valuable insights into the strategies employed by these companies. Findings reveal that big data empowers organizations to offer highly personalized products and services, streamlines decision-making, and enhances customer satisfaction. However, ethical considerations and data governance emerge as significant challenges. In conclusion, this study underscores the pivotal role of big data in contemporary business practices and offers actionable recommendations like using blockchain for better data protection, or focusing on VR content for streaming platform for companies striving to elevate customer experiences while navigating the complex landscape of data-driven strategies.