Investigating the Impact of Big Data Analytics on Perceived Sales Performance: The Mediating Role of Customer Relationship Management Capabilities

Table 5

Results of factor loadings, Cronbach’s alpha, composite reliability (CR), and AVE.

Sr. no	Constructs	Items	Loadings	Cronbach’s alpha	CR	AVE
1	Better customer services	BCS1	0.736	0.921	0.919	0.701
		BCS2	0.764
		BCS3	0.845
		BCS4	0.852
		BCS5	0.849
2	Personalization	PR1	0.801	0.927	0.935	0.829
		PR2	0.779
		PR3	0.825
3	Advanced analytics	AA1	0.807	0.915	0.917	0.785
		AA2	0.754
		AA3	0.733
4	Improved relational knowledge	IRK1	0.830	0.967	0.971	0.892
		IRK2	0.812
		IRK3	0.842
		IRK4	0.866
5	Customer interaction management capability	CIMC1	0.765	0.917	0.913	0.679
		CIMC2	0.776
		CIMC3	0.809
		CIMC4	0.771
		CIMC5	0.761
6	Customer relationship upgrading capability	CRUC1	0.762	0.882	0.883	0.654
		CRUC2	0.735
		CRUC3	0.741
		CRUC4	0.815
7	Customer win-back capability	CWBC1	0.717	0.902	0.905	0.712
		CWBC2	0.884
		CWBC3	0.718
		CWBC4	0.875
8	Perceived sales performance	PSP1	0.768	0.884	0.885	0.720
		PSP2	0.792
		PSP3	0.804