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...

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Autores principales:	Alamir Costa Louro, Marcelo Moll Brandão, Jurij Jakli\u010D, Arthur Sarcinelli
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2019
Materias:	customer analytics capabilities market orientation marketing capabilities Business HF5001-6182
Acceso en línea:	https://doaj.org/article/342b847c1c8a41a7a81ce8d58510064b
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spelling	oai:doaj.org-article:342b847c1c8a41a7a81ce8d58510064b2021-11-11T15:48:07ZHow can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis1807-734X10.15728/bbr.2019.16.4.4https://doaj.org/article/342b847c1c8a41a7a81ce8d58510064b2019-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123062260004https://doaj.org/toc/1807-734XA 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.Alamir Costa LouroMarcelo Moll BrandãoJurij Jakli\u010DArthur SarcinelliFUCAPE Business Schoolarticlecustomer analytics capabilitiesmarket orientationmarketing capabilitiesBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 16, Iss 4, Pp 369-382 (2019)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	customer analytics capabilities market orientation marketing capabilities Business HF5001-6182
spellingShingle	customer analytics capabilities market orientation marketing capabilities Business HF5001-6182 Alamir Costa Louro Marcelo Moll Brandão Jurij Jakli\u010D Arthur Sarcinelli How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
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.
format	article
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
title	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_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_sort	how can customer analytics capabilities influence organizational performance? a moderated mediation analysis
publisher	FUCAPE Business School
publishDate	2019
url	https://doaj.org/article/342b847c1c8a41a7a81ce8d58510064b
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_version_	1718433882519371776

How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis

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