Linking customer big data analytics to firm performance: evidence from B2B organizations in an emerging market context
Yasser Baeshen
IntroductionThis study examines the impact of Customer Big Data Analytics (CBDA) on customer satisfaction and firm performance in business-to-business (B2B) firms operating in emerging markets, specifically Pakistan. Despite the growing adoption of big data technologies, empirical evidence on their strategic value in B2B contexts remains limited. This study also investigates the moderating role of analytics culture in strengthening these relationships.MethodsA quantitative research design was em