IMPACT OF BIG DATA ANALYTICS CAPABILITIES ON FIRM PERFORMANCE: THE MEDIATING ROLE OF SOCIAL CRM
The emergence of big data trends from the impact of social media technology use by the population has encourage firm to cope with competition in big data environment. Companies continue to improve their big data analytics capabilities in order to improve their firm performance. Companies also utiliz...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/47922 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The emergence of big data trends from the impact of social media technology use by the population has encourage firm to cope with competition in big data environment. Companies continue to improve their big data analytics capabilities in order to improve their firm performance. Companies also utilize social CRM to improve company performance based on their relationships with customers (customer relationship performance). Social CRM is a system for managing relationships with customers by utilizing social media technology that aims to form interactive communication with customers. Social CRM has a potential to get benefits from the results of big data analytics in a form of customers information derived from the extraction of company interactions with consumers.
The purpose of this study were to identified the effect from BDAC and social CRM in affecting firm performance, and to identified the mediation effect of social CRM on the relationship between BDAC and firm performance. This study developed a BDAC model based on resource-based theory and its relationship effect on firm performance with social CRM mediation effect on its relationship.
In this study, data processing was carried out using 54 data from managers of IT-based companies in Indonesia who use big data analytics and social CRM system. Survey was conducted online using a questionnaire that has been prepared previously. PLS-SEM method was chosen to predict whether company's big data analytics capabilities to improve firm performance is mediated by social CRM.
The results show that BDA capabilities have an indirect effect on firm performance. Social CRM and customer relationship performance has a role in mediating the effect. In addition, it was found that customer centric-management system has an effect on CRM technology use. However, CRM technology use has no effect on social CRM. Social media technology use has a direct effect on social CRM. |
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