Big data analytics and competitive advantage of commercial banks in Kenya

Abstract

This research investigated the effects of big data analytics to the competitive advantage of commercial banks in Kenya. A descriptive survey design was applied to attain objectives of the study. The target population included the workers in 42 commercial banks and one mortgage finance company. The study used primary data, that was gathered using a semi-structured questionnaire. Descriptive statistics and regression analysis was used to analyse data. The study established that a statistically significant connection exists between competitive advantage of commercial banks, the dependent variable and use of big data analytics independent variables; descriptive, predictive, prescriptive analysis and data mining. It further discovered that taking all other independent variables at zero, a 1% rise in use of big data analytics leads to improved competitive edge of commercial banks. Finally, the study established that new revenue opportunities, improved decision making, improved risk management initiatives, customer retention in commercial banks were a consequence of using big data analytics. The recommended that commercial banks should benchmark to borrow the best data analytic techniques and source for new best data technology so as to be competitive. It also recommended further studies to be done big data analytics techniques and competitive advantage of commercial banks.