Purpose

Big data analytics (BDA) plays a crucial role in understanding customer behavior through Customer Relationship Management (CRM), especially in a rapidly changing business environment. This paper investigates the direct effect of BDA use on market performance, besides the mediating effect through Big Data-enabled CRM strategies adoption (e.g. customization and personalization). The paper also examines the moderating role of competitive intensity in these effects.

Design/methodology/approach

Drawing from a knowledge-based view (KBV) and Organizational Information Processing Theory (OIPT), the authors formulated the research model. Subsequently, the measurement model and hypotheses were tested through PLS-SEM on online survey data of 229 managers from 167 companies out of Egypt's top 500.

Findings

The results indicated that BDA use does not directly affect the market performance, but this effect was significant through customization and personalization strategies adoption. The results also revealed a positive association between BDA use and the adoption of these strategies. Furthermore, competitive intensity only moderates the relationship between BDA use and personalization strategy adoption.

Research limitations/implications

Companies can use BDA to improve customer knowledge and experience through customization and personalization, leading to better market performance and moving towards becoming a Big Data-driven organization. This study is limited to companies in the Egyptian context, which restricts the generalizability of the results.

Originality/value

This study conceptually and empirically explores how BDA usage, customization and personalization strategies impact market performance under competitive intensity situations, especially in the context of emerging markets.

中文翻译：

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大数据分析和市场表现：定制和个性化策略的作用以及竞争强度

目的

大数据分析 (BDA) 在通过客户关系管理 (CRM) 了解客户行为方面发挥着至关重要的作用，尤其是在快速变化的业务环境中。除了通过采用大数据支持的 CRM 策略（例如定制和个性化）产生的中介效应之外，本文还研究了 BDA 的使用对市场绩效的直接影响。本文还研究了竞争强度在这些影响中的调节作用。

设计/方法论/途径

作者借鉴基于知识的观点（KBV）和组织信息处理理论（OIPT），制定了研究模型。随后，通过 PLS-SEM 对埃及 500 强中 167 家公司的 229 名经理的在线调查数据检验了测量模型和假设。

发现

结果表明，BDA 的使用并不直接影响市场表现，但通过定制和个性化策略的采用，这种影响是显着的。结果还揭示了 BDA 的使用与这些策略的采用之间存在正相关关系。此外，竞争强度只会调节 BDA 使用和个性化策略采用之间的关系。

研究局限性/影响

公司可以使用 BDA 通过定制和个性化来提高客户知识和体验，从而获得更好的市场绩效并成为大数据驱动的组织。这项研究仅限于埃及背景下的公司，这限制了结果的普遍性。

原创性/价值

本研究从概念上和实证上探讨了 BDA 的使用、定制和个性化策略如何在竞争激烈的情况下影响市场表现，特别是在新兴市场的背景下。