Impact of Data Analytics Capabilities on CRM Systems’ Effectiveness and Business Profitability An Empirical Study in the Retail Industry
Main Article Content
Keywords
Data analytics capabilities, Customer relationship management, Critical success factors, Business profitability, Empirical evidence
Abstract
In the current digital era, understanding the role of Data Analytics Capabilities (DAC) in Customer Relationship Management (CRM) systems is essential for businesses seeking better decision-making. While DAC is acknowledged as a Critical Success Factor (CSF) for CRM systems, there is a gap in empirical evidence quantifying its effect on business profitability. This study aims to (1) present the conceptual foundation of the impact of DAC for CRM systems on marketing decisions and business profitability, and (2) empirically estimate the impact of integrating DAC on marketing performance and business profitability. Focusing on the retail sector, the study gathered 131 questionnaires from employees involved in CRM and DAC in Lebanon, and used the SPSS tool for data analysis. The research findings provide advanced empirical evidence of the importance of DAC as a CSF for CRM systems, alongside people, process, and technology dimensions. Results show that the integration of DAC represents a significant step forward in enhancing the effectiveness of CRM systems and achieving better business profitability. This study challenges the conventional understanding of technology's role in improving business outcomes, thus providing valuable theoretical and practical implications for organizations aiming to enhance their CRM systems.
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References
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Biagi, V., Patriarca, R., & Di Gravio, G. (2021). Business Intelligence for IT Governance of a Technology Company. Data, 7(1), 2. https://doi.org/10.3390/data7010002
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Chapman, C. (2019). Commentary: mind your text in marketing practice. Journal of Marketing, 84(1), 26–31. https://doi.org/10.1177/0022242919886882
Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2022). Big data analytics in strategic sales performance: mediating role of CRM capability and moderating role of leadership support. EuroMed Journal of Business, 17(3), 295–311. https://doi.org/10.1108/EMJB-07-2021-0105
Chen, R. R., Ou, C. X., Wang, W., Peng, Z., & Davison, R. M. (2020). Moving beyond the direct impact of using CRM systems on frontline employees’ service performance: The mediating role of adaptive behaviour. Information Systems Journal, 30(3), 458–491. https://doi.org/10.1111/isj.12265
Chen, S. (2018). Estimating customer lifetime value using Machine Learning techniques. In Thomas, C. (ed.), Data mining. IntechOpen (pp. 17–34). https://doi.org/10.5772/intechopen.76990
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Guerola-Navarro, V., Oltra-Badenes, R., Gil-Gomez, H., & Gil-Gomez, J. A. (2020). Research model for measuring the impact of customer relationship management (CRM) on performance indicators. Economic Research-Ekonomska Istraživanja, 34(1), 2669–2691. https://doi.org/10.1080/1331677X.2020.1836992
Gupta, M. K., & Chandra, P. (2020). A comprehensive survey of data mining. International Journal of Information Technology, 12(4), 1243–1257. https://doi.org/10.1007/s41870-020-00427-7
Gil-Gomez, H., Guerola-Navarro, V., Oltra-Badenes, R., & Lozano-Quilis, J. A. (2020, January 1). Customer Relationship Management: Digital Transformation and Sustainable Business Model Innovation. Economic Research-Ekonomska Istraživanja, 33(1), 2733–2750. https://doi.org/10.1080/1331677x.2019.1676283
Hair, J. F., Black, W. C., Babin, B., & Anderson, R.E. (2010). Multivariate data analysis. Pearson Prentice Hall.
Hargreaves, I., Roth, D., Karim, M. R., Nayebi, M., & Ruhe, G. (2018). Effective Customer Relationship Management at ATB Financial: A Case Study on Industry-Academia Collaboration in Data Analytics. In Moshirpour, M., Far, B., & Alhajj, R. (eds), Highlighting the Importance of Big Data Management and Analysis for Various Applications. Studies in Big Data, volume 27. Springer, Cham., pp. 45–59. https://doi.org/10.1007/978-3-319-60255-4_4
Hsu, S. H. Y., Tsou, H. T., & Chen, J. S. (2021, September). “Yes, we do. Why not use augmented reality?” customer responses to experiential presentations of AR-based applications. Journal of Retailing and Consumer Services, 62, 102649. https://doi.org/10.1016/j.jretconser.2021.102649
Jabado, R., & Jallouli, R. (2021). An Enriched Framework for CRM Success Factors Outlining Data Analytics Capabilities’ Dimension. International Conference on Business and Technology, 2020: The Importance of New Technologies and Entrepreneurship in Business Development: In the Context of Economic Diversity in Developing Countries, pp. 102–130. https://doi.org/10.1007/978-3-030-69221-6_9
Jabado, R., & Jallouli, R. (2023). A Systematic Literature Review on CRM Critical Success Factors. In Jallouli, R., Bach Tobji, M. A., Belkhir, M., Soares, A. M., & Casais, B. (eds), Digital Economy. Emerging Technologies and Business Innovation. ICDEc 2023. Lecture Notes in Business Information Processing, volume 485. Springer, Cham. https://doi.org/10.1007/978-3-031-42788-6_15
Jallouli, R., & Kaabi, S. (2022). Mapping top strategic e-commerce technologies in the digital marketing literature. Journal of Telecommunications and the Digital Economy, 10(3), 149–164. https://doi.org/10.18080/jtde. v10n3.554
Hamida, A., Alshehhia, A., Abdullaha, A., & Mohamed, E. (2022, November 15). Key Success Factors for Customer Relationship Management (CRM) Projects within SMEs. Emirati Journal of Business, Economics and Social Studies, 1(2). https://doi.org/10.54878/ejbess.176
Kaabi, S., & Jallouli, R. (2019). Overview of e-commerce technologies, data analysis capabilities and marketing knowledge. In Jallouli, R., Bach Tobji, M. A., Bélisle, D., Mellouli, S., Abdallah, F., & Osman, I. (eds), ICDEc 2019. Lecture Notes in Business Information Processing, volume 358, pp. 183–193. Springer, Cham. https://doi.org/10.1007/978-3-030-30874-2_14
Kitchens, B., Dobolyi, D., Li, J., & Abbasi, A. (2018). Advanced customer analytics: Strategic value through integration of relationship-oriented big data. Journal of Management Information Systems, 35(2), 540–574. https://doi.org/10.1080/07421222.2018.1451957
Kumar, P., & Mokha, A. K. (2021, February 14). Relationship between E-CRM, Customer Experience, Customer Satisfaction and Customer Loyalty in Banking Industry: A Review of Literature. RESEARCH REVIEW International Journal of Multidisciplinary, 6(2), 127–137. https://doi.org/10.31305/rrijm.2021.v06.i02.022
Mahafzah, A., Mohammad Aljawarneh, N., Abdel Kader Alomari, K., Altahat, S., & Saleh Alomari, Z. (2020). Impact of customer relationship management on food and beverage services quality: the mediating role of employees satisfaction. Humanities and Social Sciences Review, 8(2), 222–230. https://doi.org/10.18510/hssr.2020.8226
Maulana, A., & Napitupulu, T. A. (2022). Lost won opportunity prediction in sales pipeline B2b CRM using machine learning. Journal of Theoretical and Applied Information Technology, 100(10), 3486-3496. http://www.jatit.org/volumes/Vol100No10/31Vol100No10.pdf
Mikalef, P., & Krogstie, J. (2020). Examining the Interplay Between Big Data Analytics and Contextual Factors in Driving Process Innovation Capabilities. European Journal of Information Systems, 29(3), 260–287. https://doi.org/10.1080/0960085x.2020.1740618
Pan, Z., Ryu, H., & Baik, J. (2007). A case study: CRM adoption success factor analysis and six sigma DMAIC application. 5th ACIS International Conference on Software Engineering Research, Management & Applications (SERA 2007). https://doi.org/10.1109/sera.2007.6
Parker, S. K., & Grote, G. (2020, February 13). Automation, Algorithms, and Beyond: Why Work Design Matters More Than Ever in a Digital World. Applied Psychology, 71(4), 1171–1204. https://doi.org/10.1111/apps.12241
Praful Bharadiya, J. (2023). A Comparative Study of Business Intelligence and Artificial Intelligence with Big Data Analytics. American Journal of Artificial Intelligence, 7(1), 24–30. https://doi.org/10.11648/j.ajai.20230701.14
Rana, N. P., Chatterjee, S., Dwivedi, Y. K., & Akter, S. (2021). Understanding dark side of artificial intelligence (AI) integrated business analytics: assessing firm’s operational inefficiency and competitiveness. European Journal of Information Systems, 31(3), 364–387. https://doi.org/10.1080/0960085x.2021.1955628
Rahimi, R. (2022, July 28). Customer Relationship Management (CRM). Encyclopedia of Tourism Management and Marketing. https://doi.org/10.4337/9781800377486
Razali, N. M., & Wah, Y. B. (2011). Power Comparisons of Shapiro-Wilk, Kolmogorov-Smirnov, Lilliefors and Anderson-Darling Tests. Journal of Statistical Modeling and Analytics, 2, 21–33.
“Real-Time Analytics: The Key to Unlocking Customer Insights & Driving the Customer Experience”. (2018). Harvard Business Review Analytical Services Report. SAS. Retrieved 10 April 2023 from https://www.sas.com/en/whitepapers/real-time-analytics-109676.html
Sawal, A. B., Ahmad, M., Muralitharan, M. A., Loganathan, V., & Jhanjhi, N. Z. (2022). Machine Intelligence in Customer Relationship Management in Small and Large Companies. Empowering Sustainable Industrial 4.0 Systems With Machine Intelligence, 132–153. https://doi.org/10.4018/978-1-7998-9201-4.ch007
Shahbaz, M., Gao, C., Zhai, L., Shahzad, F., Abbas, A., & Zahid, R. (2020). Investigating the impact of big data analytics on perceived sales performance: the mediating role of customer relationship management capabilities. Complexity, 2020, 1–17. https://doi.org/10.1155/2020/5186870
Shapiro, S. S., & Wilk, M. B. (1965). An Analysis of Variance Test for Normality (Complete Samples). Biometrika, 52, 591–611.
Song, D., & Liang, C. (2021). Application research of data mining technology in customer relationship management. In: 2021 4th International Conference on Advanced Electronic Materials, Computers and Software Engineering (AEMCSE). https://doi.org/10.1109/aemcse51986. 2021.00244
Wang, Z., & Dong, F. (2022). Experience of Pro-Poor Tourism (PPT) in China: A Sustainable Livelihood Perspective. Sustainability, 14(21), 14399. https://doi.org/10.3390/su142114399
Vittinghoff, E., Glidden, D. V., Shiboski, S. C., & McCulloch, C. E. (2012, March 6). Regression Methods in Biostatistics. Springer Science & Business Media. https://books.google.ie/books?id=boMUM6N8V4wC
Aljawarneh, N. M., Sokiyna, M., Obeidat, A. M., Alomari, K. A. K., Alradaideh, A. T., & Alomari, Z. S. (2020). The Role of CRM Fog Computing on Innovation and Customer Service Quality: an Empirical Study. Marketing and Management of Innovations, 2, 286–297. https://doi.org/10.21272/mmi.2020.2-21
Alnofeli, K., Akter, S., & Yanamandram, V. (2023). Understanding the Future trends and innovations of AI-based CRM systems. In Akter, S., & Fosso Wamba, S. (eds), Handbook of Big Data Research Methods, chapter 17. https://doi.org/10.4337/9781800888555
Barusman, A. R. P., & Habiburrahman, H. (2022). The role of supply chain management and competitive advantage on the performance of Indonesian SMEs. Uncertain Supply Chain Management, 10(2), 409–416. https://doi.org/10.5267/j.uscm.2021.12.011
Berg, J., Green, F., Nurski, L., & Spencer, D. A. (2023, May 26). Risks to job quality from digital technologies: Are industrial relations in Europe ready for the challenge? European Journal of Industrial Relations, 29(4), 347–365. https://doi.org/10.1177/09596801231178904
Biagi, V., Patriarca, R., & Di Gravio, G. (2021). Business Intelligence for IT Governance of a Technology Company. Data, 7(1), 2. https://doi.org/10.3390/data7010002
Brown, T. A. (2006). Confirmatory factor analysis for applied research. New York: Guilford Press.
Chapman, C. (2019). Commentary: mind your text in marketing practice. Journal of Marketing, 84(1), 26–31. https://doi.org/10.1177/0022242919886882
Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2022). Big data analytics in strategic sales performance: mediating role of CRM capability and moderating role of leadership support. EuroMed Journal of Business, 17(3), 295–311. https://doi.org/10.1108/EMJB-07-2021-0105
Chen, R. R., Ou, C. X., Wang, W., Peng, Z., & Davison, R. M. (2020). Moving beyond the direct impact of using CRM systems on frontline employees’ service performance: The mediating role of adaptive behaviour. Information Systems Journal, 30(3), 458–491. https://doi.org/10.1111/isj.12265
Chen, S. (2018). Estimating customer lifetime value using Machine Learning techniques. In Thomas, C. (ed.), Data mining. IntechOpen (pp. 17–34). https://doi.org/10.5772/intechopen.76990
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Hillsdale, NJ: Lawrence Erlbaum.
Dąbrowska, J., Almpanopoulou, A., Brem, A., Chesbrough, H., Cucino, V., Di Minin, A., Giones, F., Hakala, H., Marullo, C., Mention, A., Mortara, L., Nørskov, S., Nylund, P. A., Oddo, C. M., Radziwon, A., & Ritala, P. (2022). Digital transformation, for better or worse: a critical multi‐level research agenda. R&D Management, 52(5), 930–954. https://doi.org/10.1111/radm.12531
Dixit, S. (2022). Artifical Intelligence and CRM: A Case of Telecom Industry. In Singh, S. (ed.), Artificial Intelligence and CRM. Advances in Marketing, Customer Relationship Management, and E-Services, pp. 92–114. https://doi.org/10.4018/978-1-7998-7959-6.ch006
Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
De Mauro, A., Sestino, A., & Bacconi, A. (2022). Machine learning and artificial intelligence use in marketing: a general taxonomy. Italian Journal of Marketing, 2022(4), 439–457. https://doi.org/10.1007/s43039-022-00057-w
Guerola-Navarro, V., Oltra-Badenes, R., Gil-Gomez, H., & Gil-Gomez, J. A. (2020). Research model for measuring the impact of customer relationship management (CRM) on performance indicators. Economic Research-Ekonomska Istraživanja, 34(1), 2669–2691. https://doi.org/10.1080/1331677X.2020.1836992
Gupta, M. K., & Chandra, P. (2020). A comprehensive survey of data mining. International Journal of Information Technology, 12(4), 1243–1257. https://doi.org/10.1007/s41870-020-00427-7
Gil-Gomez, H., Guerola-Navarro, V., Oltra-Badenes, R., & Lozano-Quilis, J. A. (2020, January 1). Customer Relationship Management: Digital Transformation and Sustainable Business Model Innovation. Economic Research-Ekonomska Istraživanja, 33(1), 2733–2750. https://doi.org/10.1080/1331677x.2019.1676283
Hair, J. F., Black, W. C., Babin, B., & Anderson, R.E. (2010). Multivariate data analysis. Pearson Prentice Hall.
Hargreaves, I., Roth, D., Karim, M. R., Nayebi, M., & Ruhe, G. (2018). Effective Customer Relationship Management at ATB Financial: A Case Study on Industry-Academia Collaboration in Data Analytics. In Moshirpour, M., Far, B., & Alhajj, R. (eds), Highlighting the Importance of Big Data Management and Analysis for Various Applications. Studies in Big Data, volume 27. Springer, Cham., pp. 45–59. https://doi.org/10.1007/978-3-319-60255-4_4
Hsu, S. H. Y., Tsou, H. T., & Chen, J. S. (2021, September). “Yes, we do. Why not use augmented reality?” customer responses to experiential presentations of AR-based applications. Journal of Retailing and Consumer Services, 62, 102649. https://doi.org/10.1016/j.jretconser.2021.102649
Jabado, R., & Jallouli, R. (2021). An Enriched Framework for CRM Success Factors Outlining Data Analytics Capabilities’ Dimension. International Conference on Business and Technology, 2020: The Importance of New Technologies and Entrepreneurship in Business Development: In the Context of Economic Diversity in Developing Countries, pp. 102–130. https://doi.org/10.1007/978-3-030-69221-6_9
Jabado, R., & Jallouli, R. (2023). A Systematic Literature Review on CRM Critical Success Factors. In Jallouli, R., Bach Tobji, M. A., Belkhir, M., Soares, A. M., & Casais, B. (eds), Digital Economy. Emerging Technologies and Business Innovation. ICDEc 2023. Lecture Notes in Business Information Processing, volume 485. Springer, Cham. https://doi.org/10.1007/978-3-031-42788-6_15
Jallouli, R., & Kaabi, S. (2022). Mapping top strategic e-commerce technologies in the digital marketing literature. Journal of Telecommunications and the Digital Economy, 10(3), 149–164. https://doi.org/10.18080/jtde. v10n3.554
Hamida, A., Alshehhia, A., Abdullaha, A., & Mohamed, E. (2022, November 15). Key Success Factors for Customer Relationship Management (CRM) Projects within SMEs. Emirati Journal of Business, Economics and Social Studies, 1(2). https://doi.org/10.54878/ejbess.176
Kaabi, S., & Jallouli, R. (2019). Overview of e-commerce technologies, data analysis capabilities and marketing knowledge. In Jallouli, R., Bach Tobji, M. A., Bélisle, D., Mellouli, S., Abdallah, F., & Osman, I. (eds), ICDEc 2019. Lecture Notes in Business Information Processing, volume 358, pp. 183–193. Springer, Cham. https://doi.org/10.1007/978-3-030-30874-2_14
Kitchens, B., Dobolyi, D., Li, J., & Abbasi, A. (2018). Advanced customer analytics: Strategic value through integration of relationship-oriented big data. Journal of Management Information Systems, 35(2), 540–574. https://doi.org/10.1080/07421222.2018.1451957
Kumar, P., & Mokha, A. K. (2021, February 14). Relationship between E-CRM, Customer Experience, Customer Satisfaction and Customer Loyalty in Banking Industry: A Review of Literature. RESEARCH REVIEW International Journal of Multidisciplinary, 6(2), 127–137. https://doi.org/10.31305/rrijm.2021.v06.i02.022
Mahafzah, A., Mohammad Aljawarneh, N., Abdel Kader Alomari, K., Altahat, S., & Saleh Alomari, Z. (2020). Impact of customer relationship management on food and beverage services quality: the mediating role of employees satisfaction. Humanities and Social Sciences Review, 8(2), 222–230. https://doi.org/10.18510/hssr.2020.8226
Maulana, A., & Napitupulu, T. A. (2022). Lost won opportunity prediction in sales pipeline B2b CRM using machine learning. Journal of Theoretical and Applied Information Technology, 100(10), 3486-3496. http://www.jatit.org/volumes/Vol100No10/31Vol100No10.pdf
Mikalef, P., & Krogstie, J. (2020). Examining the Interplay Between Big Data Analytics and Contextual Factors in Driving Process Innovation Capabilities. European Journal of Information Systems, 29(3), 260–287. https://doi.org/10.1080/0960085x.2020.1740618
Pan, Z., Ryu, H., & Baik, J. (2007). A case study: CRM adoption success factor analysis and six sigma DMAIC application. 5th ACIS International Conference on Software Engineering Research, Management & Applications (SERA 2007). https://doi.org/10.1109/sera.2007.6
Parker, S. K., & Grote, G. (2020, February 13). Automation, Algorithms, and Beyond: Why Work Design Matters More Than Ever in a Digital World. Applied Psychology, 71(4), 1171–1204. https://doi.org/10.1111/apps.12241
Praful Bharadiya, J. (2023). A Comparative Study of Business Intelligence and Artificial Intelligence with Big Data Analytics. American Journal of Artificial Intelligence, 7(1), 24–30. https://doi.org/10.11648/j.ajai.20230701.14
Rana, N. P., Chatterjee, S., Dwivedi, Y. K., & Akter, S. (2021). Understanding dark side of artificial intelligence (AI) integrated business analytics: assessing firm’s operational inefficiency and competitiveness. European Journal of Information Systems, 31(3), 364–387. https://doi.org/10.1080/0960085x.2021.1955628
Rahimi, R. (2022, July 28). Customer Relationship Management (CRM). Encyclopedia of Tourism Management and Marketing. https://doi.org/10.4337/9781800377486
Razali, N. M., & Wah, Y. B. (2011). Power Comparisons of Shapiro-Wilk, Kolmogorov-Smirnov, Lilliefors and Anderson-Darling Tests. Journal of Statistical Modeling and Analytics, 2, 21–33.
“Real-Time Analytics: The Key to Unlocking Customer Insights & Driving the Customer Experience”. (2018). Harvard Business Review Analytical Services Report. SAS. Retrieved 10 April 2023 from https://www.sas.com/en/whitepapers/real-time-analytics-109676.html
Sawal, A. B., Ahmad, M., Muralitharan, M. A., Loganathan, V., & Jhanjhi, N. Z. (2022). Machine Intelligence in Customer Relationship Management in Small and Large Companies. Empowering Sustainable Industrial 4.0 Systems With Machine Intelligence, 132–153. https://doi.org/10.4018/978-1-7998-9201-4.ch007
Shahbaz, M., Gao, C., Zhai, L., Shahzad, F., Abbas, A., & Zahid, R. (2020). Investigating the impact of big data analytics on perceived sales performance: the mediating role of customer relationship management capabilities. Complexity, 2020, 1–17. https://doi.org/10.1155/2020/5186870
Shapiro, S. S., & Wilk, M. B. (1965). An Analysis of Variance Test for Normality (Complete Samples). Biometrika, 52, 591–611.
Song, D., & Liang, C. (2021). Application research of data mining technology in customer relationship management. In: 2021 4th International Conference on Advanced Electronic Materials, Computers and Software Engineering (AEMCSE). https://doi.org/10.1109/aemcse51986. 2021.00244
Wang, Z., & Dong, F. (2022). Experience of Pro-Poor Tourism (PPT) in China: A Sustainable Livelihood Perspective. Sustainability, 14(21), 14399. https://doi.org/10.3390/su142114399
Vittinghoff, E., Glidden, D. V., Shiboski, S. C., & McCulloch, C. E. (2012, March 6). Regression Methods in Biostatistics. Springer Science & Business Media. https://books.google.ie/books?id=boMUM6N8V4wC
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Mar 27, 2024
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Jabado, R., & Jallouli, R. (2024). Impact of Data Analytics Capabilities on CRM Systems’ Effectiveness and Business Profitability : An Empirical Study in the Retail Industry. Journal of Telecommunications and the Digital Economy, 12(1), 427–445. https://doi.org/10.18080/jtde.v12n1.845
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Special Issue: Emerging Technologies and Innovation for Digital Economy and Transformation
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Author Biography
Roula Jabado, Lebanese International University, Lebanon / Univ. Manouba, ESEN, LIGUES, Tunisia
Lebanese International University
Full-time Faculty Member and Lecturer
School of Business
