Big Data and Performance: The Mediating Effect of Customer Agility

Abstract

This study investigates the impact of big data analytics capabilities on firm performance, with a focus on the mediating role of customer agility. The research is based on the dynamic capabilities theory and utilizes data from 123 senior managers. The study finds that customer sensing and customer responding mediate the relationship between big data analytics capabilities and firm performance. The results indicate a significant indirect effect of big data analytics capabilities on firm performance through customer sensing and customer responding. The study contributes to the understanding of the mechanisms underlying the impact of big data analytics and customer agility on firm performance.