An Application Of Advanced Big Data Analytics For Analyze Customer Transaction Behaviour A Case Study Of Grab Express Vietnam

Abstract

Big data analytics (BDA) is gaining increasing attention in supply chain management (SCM) due to its various applications, such as analyzing customer behavior, identifying trends, and predicting demand. For this, as a marker leader of intracity delivery service provider, Grab Express still very large room that potential to exploit the capability of BDA. And the goal of the thesis is one work contribution for this. The project's objective is to examine consumer behavior related to Grab Express products in order to tailor the customer experience by identifying common patterns in transaction behavior and developing a simple and automated system for supporting business decision maker. From this enhance the competitive advantage of the company with other competitors. The work led to the clustering of the company's customers, the creation of a brandspecific strategy for each segment, and the creation. The developed solutions were given to the company after the outcomes were assessed for economic effectiveness.