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

Table 6

Discriminant validity.

	BCS	CIMC	IRK	CWBC	CRUC	PR	PSP	AA
BCS	0.837
CIMC	0.447	0.824
IRK	0.369	0.579	0.944
CWBC	0.363	0.463	0.361	0.844
CRUC	0.396	0.537	0.596	0.363	0.809
PR	0.395	0.501	0.535	0.387	0.550	0.910
PSP	0.437	0.535	0.519	0.514	0.537	0.516	0.848
AA	0.453	0.559	0.599	0.409	0.632	0.587	0.556	0.886

The values given in bold represent the square root of the AVE of each variable. Significance level: .