Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities
A persistent question for information technology researchers and practitioners is how big data analytics (BDA) can improve sales performance. Therefore, this study proposed a research model to investigate the impact of BDA on perceived sales performance in accordance with the resource-based view (RB...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Wiley
2020-01-01
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| Series: | Complexity |
| Online Access: | http://dx.doi.org/10.1155/2020/5186870 |
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| _version_ | 1849683758572109824 |
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| author | Muhammad Shahbaz Changyuan Gao Lili Zhai Fakhar Shahzad Adnan Abbas Rimsha Zahid |
| author_facet | Muhammad Shahbaz Changyuan Gao Lili Zhai Fakhar Shahzad Adnan Abbas Rimsha Zahid |
| author_sort | Muhammad Shahbaz |
| collection | DOAJ |
| description | A persistent question for information technology researchers and practitioners is how big data analytics (BDA) can improve sales performance. Therefore, this study proposed a research model to investigate the impact of BDA on perceived sales performance in accordance with the resource-based view (RBV) and dynamic capability theory. The 416 valid responses collected from the employees of pharmaceutical organizations were analyzed using structural equation modelling to test the proposed research model. Results indicated that the BDA and customer relationship management (CRM) capabilities shared a strong positive impact on perceived sales performance. BDA, as organizational resources, creates organizational dynamic capabilities, such as CRM capabilities. BDA and CRM capabilities can influence perceived sales performance. Furthermore, CRM capabilities have a significant mediating impact on the relationships between BDA and perceived sales performance. This study also highlighted the practical and theoretical implications of the proposed model, the research limitations, and the future research directions. |
| format | Article |
| id | doaj-art-d602b2c9cde540cbaf0b202c8a6d91d4 |
| institution | DOAJ |
| issn | 1076-2787 1099-0526 |
| language | English |
| publishDate | 2020-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Complexity |
| spelling | doaj-art-d602b2c9cde540cbaf0b202c8a6d91d42025-08-20T03:23:42ZengWileyComplexity1076-27871099-05262020-01-01202010.1155/2020/51868705186870Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management CapabilitiesMuhammad Shahbaz0Changyuan Gao1Lili Zhai2Fakhar Shahzad3Adnan Abbas4Rimsha Zahid5School of Economics and Management, Harbin University of Science and Technology, Harbin 150080, ChinaSchool of Economics and Management, Harbin University of Science and Technology, Harbin 150080, ChinaSchool of Economics and Management, Harbin University of Science and Technology, Harbin 150080, ChinaSchool of Management, Jiangsu University, Zhenjiang, ChinaSchool of Economics and Management, Harbin University of Science and Technology, Harbin 150080, ChinaSchool of Economics and Management, Harbin University of Science and Technology, Harbin 150080, ChinaA persistent question for information technology researchers and practitioners is how big data analytics (BDA) can improve sales performance. Therefore, this study proposed a research model to investigate the impact of BDA on perceived sales performance in accordance with the resource-based view (RBV) and dynamic capability theory. The 416 valid responses collected from the employees of pharmaceutical organizations were analyzed using structural equation modelling to test the proposed research model. Results indicated that the BDA and customer relationship management (CRM) capabilities shared a strong positive impact on perceived sales performance. BDA, as organizational resources, creates organizational dynamic capabilities, such as CRM capabilities. BDA and CRM capabilities can influence perceived sales performance. Furthermore, CRM capabilities have a significant mediating impact on the relationships between BDA and perceived sales performance. This study also highlighted the practical and theoretical implications of the proposed model, the research limitations, and the future research directions.http://dx.doi.org/10.1155/2020/5186870 |
| spellingShingle | Muhammad Shahbaz Changyuan Gao Lili Zhai Fakhar Shahzad Adnan Abbas Rimsha Zahid Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities Complexity |
| title | Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities |
| title_full | Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities |
| title_fullStr | Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities |
| title_full_unstemmed | Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities |
| title_short | Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities |
| title_sort | investigating the impact of big data analytics on perceived sales performance the mediating role of customer relationship management capabilities |
| url | http://dx.doi.org/10.1155/2020/5186870 |
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