How Much Are Our Customers Worth? Investigating the Ease of Use and Usefulness of Data Coopetition for SME
摘要
The authors used the constructs of the technology acceptance model to examine and investigate Swiss SMEs’ willingness to use a data coopetition-based customer lifetime value computing tool. The qualitative interviews revealed identifiable and actionable indications of the need for a data ecosystem that should enable the cooperative sharing of data for customer value calculations.