Linking customer big data analytics to firm performance: evidence from B2B organizations in an emerging market context

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 employed using survey data collected from 120 senior managers across multiple industries in Pakistan. The proposed conceptual model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships among CBDA, customer satisfaction, firm performance, and analytics culture.ResultsThe findings indicate that CBDA has a significant positive effect on both customer satisfaction and firm performance. Customer satisfaction partially mediates the relationship between CBDA and firm performance. Additionally, analytics culture positively moderates the CBDA–firm performance relationship, suggesting that firms with a strong data-driven culture derive greater benefits from CBDA capabilities.DiscussionThe study contributes to the B2B analytics literature by providing empirical evidence of the strategic importance of CBDA and analytics culture in emerging markets. The results highlight the need for firms to not only invest in data analytics capabilities but also foster a supportive analytics culture to maximize performance outcomes. Practical implications are discussed for managers aiming to enhance customer satisfaction and firm performance through effective use of big data analytics.