ABSTRACT

Little research has been undertaken into how marketing capabilities can leverage on big data analytics to improve firm performance. This study investigates whether an outside-in customer relationship management (CRM) linking capabilities can leverage big data analytics and organizational resources to improve firm performance. Structural equation modeling was used to analyze data collected from 315 employees in Jordanian companies. The results indicate that big data analytics presented through the amalgamation of data, technology, and human skills have a strong impact on CRM linking capabilities. Also, market information processing capabilities combining customer-focus and inter-functional coordination for knowledge interpretation also have a positive effect on CRM linking capabilities. CRM linking consequently has a positive impact on multi-dimensional firm performance. This study contributes to the field of big data through its adoption of an outside-in approach that integrates a range of capabilities into an integrative framework that delineates the process of successful big data.

摘要

关于营销能力如何利用大数据分析来提高公司绩效的研究很少。本研究调查外部客户关系管理 (CRM) 链接功能是否可以利用大数据分析和组织资源来提高公司绩效。结构方程模型用于分析从约旦公司的 315 名员工收集的数据。结果表明，通过数据、技术和人类技能的融合呈现的大数据分析对 CRM 链接能力有很大的影响。此外，结合以客户为中心和知识解释的跨职能协调的市场信息处理能力也对 CRM 链接能力产生积极影响。因此，CRM 链接对多维公司绩效具有积极影响。这项研究通过采用由外而内的方法为大数据领域做出贡献，该方法将一系列能力整合到一个描述成功大数据过程的综合框架中。