Leveraging big data for personalised experiences in the Nigerian service sector: A paradigm shift

Abstract

The idea of personalization in services is not new, but its scale and sophistication have dramatically increased with the advent of big data technologies. Recent advancements in machine learning and predictive analytics have further enhanced the ability to not only react to customer needs but also anticipate them. This study employed a narrative literature review approach to explore how postmodernist principles and big data contribute to personalized experiences in the service sector and focused on three key variables: postmodernist principles in service personalization, the effectiveness of big data in delivering customized services, and ethical challenges associated with data-driven personalization. The review was based on secondary data obtained from peer-reviewed journal articles, books, conference papers, and reports from credible institutions. Theories of Technology Acceptance Model (TAM) and Service-Dominant Logic (SDL) were integrated in the study.

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How to Cite

Alase P. O.., Adejimi S. O.., Ogunode P. O.. (2025). Leveraging big data for personalised experiences in the Nigerian service sector: A paradigm shift. DOU Journal of Management Sciences, 1(1), 50–56.