Big Data Analytics and Sales Performance

Discussion

In this era of advanced IT, data analyses have become mandatory for the survival of every industry, including pharmaceutical. Pharmaceutical organizations in developing countries, especially in Pakistan, are facing grim financial conditions, and BDA is probably one of the possible solutions to address this situation. Keeping in mind the dire need of pharmaceutical organizations, this study proposed a research model that investigates the impact of BDA on PSP and the development of different capabilities in organizations, such as CRM capabilities. With a theoretical foundation, this study considered BDA as resources for enhancing the PSP of pharmaceutical organizations and building CRM capabilities, which also enhance PSP. On the basis of the systematic literature review, this study considered the four most influential and important BDA benefits, namely, BCS, personalization, AA, and IRK, as measuring variables of BDA to test their impact on PSP and proposed that these factors are positive developers of the CRM capabilities (CIMC, CRUC, and CWBC) and PSP of pharmaceutical organizations in Pakistan. The results indicated that BCS was positively associated with CIMC, CRUC, CWBC, and PSP, thus suggesting that the employees of pharmaceutical organizations believe that BDA output information could help them provide BCS, and BCS could develop CIMC, CRUC, and CWBC in pharmaceutical organizations. Moreover, the delivery of BCS will enhance the PSP of pharmaceutical organizations. The results provide an opportunity to conclude the positive association of personalization with CIMC, CRUC, CWBC, and PSP. These results suggest that BDA should provide personalized information of customers for the development of CIMC, CRUC, and CWBC in pharmaceutical organizations and enhancement of their PSP.

AA and IRK were found to be positively associated with CIMC, CRUC, CWBC, and PSP. On the basis of these results, this study suggests that BDA have advanced analytical tools to analyze data and provide AA outcome information to pharmaceutical organizations' employees regarding customers as well as outcome information that increases their relational knowledge. In this way, CIMC, CRUC, and CWBC will be developed in pharmaceutical organizations, and their PSP will increase. The results on the BDA impact on CRM capabilities and PSP are consistent with those of prior studies.

On the basis of the theoretical foundation, this study proposed that CRM capabilities (CIMC, CRUC, and CWBC) are positively associated with the PSP of the pharmaceutical organizations of Pakistan. The SEM results of the research proved that CIMC, CRUC, and CWBC were positively associated with the PSP of pharmaceutical organizations. The results of this study regarding CRM capabilities are consistent with those of previous studies. The results also suggest that the PSP of pharmaceutical organizations increases with their CIMC. Hence, pharmaceutical organizations may sustain their profitable relationships with existing customers with the help of BDA and thereby retain profitable customers. The sustainability of CIMC also increases PSP. Meanwhile, the results indicate that, with the help of BDA, organizations could develop CRUC. That is, organizations can sell more services or products to existing customers or increase profitable customers' frequency of use of products or services. The more products or services are sold or the higher the frequency of use is, the greater the increase in the pharmaceutical organizations' PSP will be. The results also suggest that, with the help of BDA, the pharmaceutical organizations of Pakistan may develop CWBC. Therefore, using BDA, organizations can recover lost or inactive customers in the loop of organizations. Consequently, the PSP of pharmaceutical organizations will increase.

The important mediating roles of CRM capabilities (CIMC, CRUC, and CWBC) between BDA (BCS, personalization, AA, and IRK) and the PSP of pharmaceutical organizations in Pakistan were also considered. The results of the bootstrapping methods proved that CRM capabilities significantly mediated the impact of BDA on PSP. CIMC, CRUC, and CWBC and partially mediated the relationships between BCS and PSP, personalization and PSP, AA and PSP, and IRK and PSP. The results of these mediating effects are consistent with those of prior studies. These results suggest that the BCS, personalization, AA, and IRK measuring variables of BDA will increase the CIMC, CRUC, and CWBC (CRM capabilities) of organizations. These capabilities will also increase the PSP of pharmaceutical organizations indirectly.