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Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities
Joint Authors
Shahbaz, Muhammad
Gao, Changyuan
Zhai, Lili
Shahzad, Fakhar
Abbas, Adnan
Zahid, Rimsha
Source
Issue
Vol. 2020, Issue 2020 (31 Dec. 2020), pp.1-17, 17 p.
Publisher
Hindawi Publishing Corporation
Publication Date
2020-06-22
Country of Publication
Egypt
No. of Pages
17
Main Subjects
Abstract EN
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.
American Psychological Association (APA)
Shahbaz, Muhammad& Gao, Changyuan& Zhai, Lili& Shahzad, Fakhar& Abbas, Adnan& Zahid, Rimsha. 2020. Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities. Complexity،Vol. 2020, no. 2020, pp.1-17.
https://search.emarefa.net/detail/BIM-1142295
Modern Language Association (MLA)
Shahbaz, Muhammad…[et al.]. Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities. Complexity No. 2020 (2020), pp.1-17.
https://search.emarefa.net/detail/BIM-1142295
American Medical Association (AMA)
Shahbaz, Muhammad& Gao, Changyuan& Zhai, Lili& Shahzad, Fakhar& Abbas, Adnan& Zahid, Rimsha. Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities. Complexity. 2020. Vol. 2020, no. 2020, pp.1-17.
https://search.emarefa.net/detail/BIM-1142295
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references
Record ID
BIM-1142295