Big Data Analytics as an elementary Customer Loyalty Instrument for German banks – an empirical approach from a banker’s perspective

The German banking sector is undergoing a massive transformation phase due to increasing digitalization. This challenge enormously influenced by demographic change, the low-interest phase, technological progress as well supervision and regulation. As result, banks in Germany are forced deal with strategies for customer centricity. In this context, Big Data analytics can be seen useful tool better understand customers, e.g. predicting product affinities, purchase probabilities or distribution channel preferences. consolidated view of Analytics Customer Centricity already considered scientific literature. studies on combination sector, other hand, rudimentary so far. main purpose research answer following questions: [I: “Does improve quality advice (measured principles client advisory services) from an advisor’s perspective does it have influence loyalty?”] [II: To what extent make positive contribution situation age digitalization?”]. questions, results survey experts (N = 43) form backbone empirical research. findings paper benefit researchers practitioners alike, order potential big data recognizable usable context