How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
A theoretical model is proposed to test the relationship between Customer Analytics Capabilities and Market Orientation with Organizational Performance, encompassing Marketing Capabilities as a mediator mechanism moderated by Environmental Dynamism. Its contribution lies in the test of this mediatio...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2019-01-01
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| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123062260004 |
| _version_ | 1797250484526907392 |
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| author | Alamir Costa Louro Marcelo Moll Brandão Jurij Jakli\u010D Arthur Sarcinelli |
| author_facet | Alamir Costa Louro Marcelo Moll Brandão Jurij Jakli\u010D Arthur Sarcinelli |
| author_sort | Alamir Costa Louro |
| collection | DOAJ |
| description | A theoretical model is proposed to test the relationship between Customer Analytics Capabilities and Market Orientation with Organizational Performance, encompassing Marketing Capabilities as a mediator mechanism moderated by Environmental Dynamism. Its contribution lies in the test of this mediation in different types of industries in Brazil, by using SmartPLS software for structural equation modeling (SEM) and IBM SPSS with PROCESS macro for more in-depth insights. The results confirm the moderated mediation but show different behaviors about the direct effect for Customer Analytics Capabilities and Market Orientation, which suggest future studies. The study supports a better understanding of some of the diverse capabilities types and proposes an adaptive new one, Customer Analytics Capabilities, which is the final insertion of the Analytics concept in Marketing and Strategy disciplines. |
| first_indexed | 2024-03-07T20:26:08Z |
| format | Article |
| id | doaj.art-342b847c1c8a41a7a81ce8d58510064b |
| institution | Directory Open Access Journal |
| issn | 1807-734X |
| language | English |
| last_indexed | 2024-04-24T20:47:07Z |
| publishDate | 2019-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj.art-342b847c1c8a41a7a81ce8d58510064b2024-03-21T19:30:19ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2019-01-0116436938210.15728/bbr.2019.16.4.4How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysisAlamir Costa LouroMarcelo Moll BrandãoJurij Jakli\u010DArthur SarcinelliA theoretical model is proposed to test the relationship between Customer Analytics Capabilities and Market Orientation with Organizational Performance, encompassing Marketing Capabilities as a mediator mechanism moderated by Environmental Dynamism. Its contribution lies in the test of this mediation in different types of industries in Brazil, by using SmartPLS software for structural equation modeling (SEM) and IBM SPSS with PROCESS macro for more in-depth insights. The results confirm the moderated mediation but show different behaviors about the direct effect for Customer Analytics Capabilities and Market Orientation, which suggest future studies. The study supports a better understanding of some of the diverse capabilities types and proposes an adaptive new one, Customer Analytics Capabilities, which is the final insertion of the Analytics concept in Marketing and Strategy disciplines.http://www.redalyc.org/articulo.oa?id=123062260004customer analytics capabilitiesmarket orientationmarketing capabilities |
| spellingShingle | Alamir Costa Louro Marcelo Moll Brandão Jurij Jakli\u010D Arthur Sarcinelli How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis BBR: Brazilian Business Review customer analytics capabilities market orientation marketing capabilities |
| title | How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis |
| title_full | How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis |
| title_fullStr | How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis |
| title_full_unstemmed | How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis |
| title_short | How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis |
| title_sort | how can customer analytics capabilities influence organizational performance a moderated mediation analysis |
| topic | customer analytics capabilities market orientation marketing capabilities |
| url | http://www.redalyc.org/articulo.oa?id=123062260004 |
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