Big Data Analytics and Sales Performance

Conclusions

The prodigious interest of scholars and practitioners in the expected impact of BDA on PSP motivated this research. The literature on BDA is extensive in terms of benefits, challenges, and adoption but limited in the aspect of its possible impact on PSP enhancement. Therefore, the primary objective of this study was to investigate the impact of BDA on PSP. This research was built on RBV and dynamic capabilities theories. The most prominent BDA benefits were considered to measure the BDA. The impact of BDA on the development of CRM capabilities and PSP and the direct impact of CRM capabilities with PSP were empirically investigated. The mediating role of CRM capabilities between BDA and PSP was also proposed. The empirical findings of this study reveal that BDA benefits, such as BCS, personalization, AA, and IRK, have a substantial impact of CRM capabilities on PSP and indirect impact on PSP through CRM capabilities. Therefore, CRM capabilities, such as CIMC, CRUC, and CWBC, are strong predictors of PSP and play an important mediating role between BDA and PSP. Therefore, this study concluded that BDA could increase PSP and develop CRM capabilities in pharmaceutical organizations and that these capabilities have a direct impact on PSP and mediate the impact of BDA on PSP.