Business Analytics Use in CRM: A Nomological Net From IT Competence to CRM Performance

Abstract

Business analytics (BA) becomes increasingly important under rapidly changing business environment. A research challenge is that BA use is not fully understood. We tackle this challenge from the perspective of dynamic capability by using an empirical model with the emphasis on BA use in customer relationship management (CRM). Based on 170 samples from firm-level survey, we analyze the nomological linkage from IT competence to CRM performance. The results show data management capability fully mediates between IT competence and BA use, while customer response capability partially mediates between BA use and CRM performance.