The Study of Indulgence and Restraint value in Big Data analysis for Asian Banks
The cultural value – Indulgence vs. Restraint (IVR), the latest dimension from Hofstede’s study, influences on
how the customers think and react on financial service companies’ various initiatives. The paper links these two important
phenomena by exploring business cases of Asian banks in from which it concludes that, even though a similar project of big
data has been deployed in two countries, in terms of the methodology of implementation and application to their customers,
there were a noticeable difference mainly due to the different level of IVR in each country. The value of this paper lies, not
only on its finding from the business cases, but also on its the attempt to open a new avenue of cultural studies on big data.
Index terms - Big data, Cross-culture, Financial Service, Digitalisation, Customers behaviours