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

Table 7

Bootstrapping results to measure the specific indirect effects.

Variables				Bootstrapping results
H. No	Independent	Mediator	Dependent	Lower bounds	Upper bounds	Indirect effects	Results
H14a	Better customer services	Customer interaction management capability	Perceived sales performance	0.001	0.045	0.120	Supported
H15a	Better customer services	Customer relationship upgrading capability	Perceived sales performance	0.001	0.030	0.111	Supported
H16a	Better customer services	Customer win-back capability	Perceived sales performance	0.029	0.099	0.155	Supported
H14b	Personalization	Customer interaction management capability	Perceived sales performance	0.001	0.037	0.113	Supported
H15b	Personalization	Customer relationship upgrading capability	Perceived sales performance	0.003	0.055	0.124	Supported
H16b	Personalization	Customer win-back capability	Perceived sales performance	0.013	0.058	0.131	Supported
H14c	Advanced analytics	Customer interaction management capability	Perceived sales performance	0.002	0.051	0.119	Supported
H15c	Advanced analytics	Customer relationship upgrading capability	Perceived sales performance	0.004	0.065	0.128	Supported
H16c	Advanced analytics	Customer win-back capability	Perceived sales performance	0.008	0.058	0.127	Supported
H14d	Improved relational knowledge	Customer interaction management capability	Perceived sales performance	0.001	0.069	0.130	Supported
H15d	Improved relational knowledge	Customer relationship upgrading capability	Perceived sales performance	0.003	0.061	0.129	Supported
H16d	Improved relational knowledge	Customer win-back capability	Perceived sales performance	0.007	0.059	0.127	Supported

Significance level ; ; .