Employees' data mining readiness in the telecommunications industry-an exploratory study
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Date
2002-05
Authors
Lai Mei, Looi
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Abstract
The challenge that faces most telecommunication organizations is that the volume
of data that can potentially be collected are so huge and the range of customer
behavior is so diverse that seems impossible to rationalize what is happening.
Information extracted through data mining allows the organization to predict the
future trends and behaviors of its customers. In return, it enables the organization to
make strategic and informed decisions. Data Mining Readiness Index of the
employees in the telecommunication industry was adapted from Parasuraman
(2000)' s Technology Readiness Index. The Data Mining Readiness score ipdicated
readiness of the employees to embrace data mining and with high levels of
optimism and innovativeness. A total of 115 respondents were received coming
from the five telecommunication organizations presently operating in Malaysia. The
findings also noted that Clarity of the Business Strategy is the most significant
factor that affects Data Mining Readiness. The implications of the findings and the
limitations of this study were discussed for researchers and future practitioners
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Keywords
Data mining readiness , Telecommunications industry-an exploratory study