A persistent question for information technology researchers and practitioners is how big data analytics (BDA) can improve sales performance. Therefore, this study proposed a research model to investigate the impact of BDA on perceived sales performance in accordance with the resource-based view (RBV) and dynamic capability theory. The 416 valid responses collected from the employees of pharmaceutical organizations were analyzed using structural equation modelling to test the proposed research model. Results indicated that the BDA and customer relationship management (CRM) capabilities shared a strong positive impact on perceived sales performance. BDA, as organizational resources, creates organizational dynamic capabilities, such as CRM capabilities. BDA and CRM capabilities can influence perceived sales performance. Furthermore, CRM capabilities have a significant mediating impact on the relationships between BDA and perceived sales performance. This study also highlighted the practical and theoretical implications of the proposed model, the research limitations, and the future research directions.

中文翻译：

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研究大数据分析对销售绩效的影响：客户关系管理能力的中介作用

信息技术研究人员和从业人员经常遇到的问题是大数据分析（BDA）如何提高销售业绩。因此，本研究提出了一种研究模型，该模型根据资源基础视图（RBV）和动态能力理论来研究BDA对感知销售绩效的影响。使用结构方程模型分析了从制药企业员工那里收集到的416个有效响应，以测试所提出的研究模型。结果表明，BDA和客户关系管理（CRM）功能对感知的销售业绩具有强烈的积极影响。BDA作为组织资源，可以创建组织动态功能，例如CRM功能。BDA和CRM功能会影响感知的销售业绩。此外，CRM功能对BDA与预期的销售绩效之间的关系具有重要的中介作用。这项研究还强调了该模型的实践和理论意义，研究局限性以及未来的研究方向。