The role of big data analytics in personalised servicers - the case of Sri Lankan banking sector Online publication date: Mon, 23-Jan-2023
by H.A.K.N.S. Surangi; Tharinya Sellathurai
International Journal of Big Data Management (IJBDM), Vol. 2, No. 2, 2022
Abstract: This paper qualitatively analyses how financial institutions in Sri Lanka can use the big data to optimise their offerings to give personalised services, focusing on the technological aspects needed. Respondents were part of the bank's senior management, and they have readily involved in finance technologies. Findings revealed that personalisation is crucial for gaining a competitive advantage and acknowledging that the young techno-centric customers demand it. However, the key issues are legacy banking technology infrastructure, outdated statutory regulations that limit the deployment of advanced software tools and the organisational culture and perception when adopting new digital construction by the top management at the banks. This research is novel to the domain of big data in finance, thus serving as a pivotal contributor to knowledge and a guide to future research. Finally, suggestions to the stated difficulties and managerial implications guide the future implementation of such a technique in the banking industry.
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