The role of using big data in predicting customer behaviour: the intermediary role of business intelligence in Jordanian telecommunications companies (a field study)

Abstract

The aim of study is to investigate the role of big data in predicting customer behaviour and the intermediate role of business intelligence in the Jordanian telecom companies. In order to achieve the objectives of this study, the questionnaire was developed to collect data in a random stratified manner on a sample of 168 employees working in the senior and middle management of the heads of departments in the Jordanian telecommunication companies (Zain, Orange and Umniah). The study hypotheses were selected using descriptive and analytical statistical methods using (Amos) programs. The study found that there is an indirect effect of the big data dimensions combined in predicting the behaviour of the customer with the presence of business intelligence as an intermediate variable for the Jordanian telecomcompanies.