Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities
Table 1
Enabling big data analytics benefits.
BDA benefits
Description
Related studies
Better customer services
The degree to which the employees perceive the information as an output provided by BDA would help provide better services to customers
Philip Chen and Zhang [58], Akter and Wamba [56], Lee [59], Doll and Torkzadeh [60], Trivellas and Santouridis [61]
Personalization
The degree to which the pharmaceutical organization employees perceive that BDA will provide customized information as an output regarding the customers
Akter and Wamba [56], Lee [59], Parasuraman et al. [62], Xu et al. [63], Shahzad et al. [64]
Advanced analytics
The extent to which the employees of the organizations perceive that BDA will provide the information regarding patients by using advanced and latest tools of analyzing data
Akter and Wamba [56], Ji-fan Ren et al. [65], Raguseo and Vitari [66]
Improved relational knowledge
The degree to which the organization's employees perceive that outcomes provided by BDA will improve their knowledge regarding the improvement of relations with the customers
Akter and Wamba [56], Akter et al. [48], Acharya et al. [28], Jiang et al. [67], Kim et al. [68]
