Value Creation with Big Data in Marketing: An Empirical Evidence on SMEs

被引:4
作者
Wibowo, Sampurno [1 ]
Suryana, Yuyus [2 ]
Sari, Diana [2 ]
Kaltum, Umi [2 ]
机构
[1] Univ Padjadjaran Bandung, Sci Management, Bandung, Indonesia
[2] Univ Padjadjaran Bandung, Dept Management, Fac Econ & Business, Bandung, Indonesia
来源
ASIAN JOURNAL OF BUSINESS AND ACCOUNTING | 2021年 / 14卷 / 02期
关键词
Big Data Marketing; Relationship Quality; Value Creation; SME; Culinary; RELATIONSHIP QUALITY; DATA ANALYTICS; CO-CREATION; MANAGEMENT; TRANSFORMATION; TECHNOLOGIES; PERFORMANCE; CAPABILITY; EXPERIENCE; STRATEGY;
D O I
10.22452/ajba.vol14no2.6
中图分类号
F8 [财政、金融];
学科分类号
0202 ;
摘要
Manuscript type: Research paper Research aims: This study investigates the impact of big data marketing on the ability of SMEs to create value through the relationship quality. Design/Methodology/Approach: Data were collected from 150 SMEs in West Java. Structural Equation Modelling (SEM) was employed to test the research model. Research findings: The results of the study indicated that big data use for marketing purposes had a positive impact on value creation and relationship quality. Surprisingly, this study demonstrated insubstantial evidence to associate relationship quality with value creation. The effect of relationship quality as a mediator between big data use and value creation was also not significant. Theoretical contribution/Originality: This study extends on existing literature by providing empirical evidence showing the importance of big data in stimulating value creation and relationship quality in the Indonesian culinary industry. Practitioner/Policy implication: The outcome of this research suggests SMEs to quickly adapt to the dynamic business environment by investing in big data, as it has the potential for high business value. The use of big data can also facilitate SMEs to better manage their relationships with customers. The ability of small businesses to use data is a crucial factor in creating new development for business continuity, accompanied by establishing relationships based on data. Research limitation/Implications: To increase the generalisability of this study, future research needs to consider collecting data from different types of populations and countries.
引用
收藏
页码:173 / 196
页数:24
相关论文
共 73 条
[1]  
Abbasi A, 2016, J ASSOC INF SYST, V17, pI
[2]   How to improve firm performance using big data analytics capability and business strategy alignment? [J].
Akter, Shahriar ;
Wamba, Samuel Fosso ;
Gunasekaran, Angappa ;
Dubey, Rameshwar ;
Childe, Stephen J. .
INTERNATIONAL JOURNAL OF PRODUCTION ECONOMICS, 2016, 182 :113-131
[3]   STRUCTURAL EQUATION MODELING IN PRACTICE - A REVIEW AND RECOMMENDED 2-STEP APPROACH [J].
ANDERSON, JC ;
GERBING, DW .
PSYCHOLOGICAL BULLETIN, 1988, 103 (03) :411-423
[4]  
[Anonymous], 2014, THINK BIGGER DEV SUC
[5]  
Anshari Muhammad, 2019, Applied Computing and Informatics, V15, P94, DOI 10.1016/j.aci.2018.05.004
[6]   Relationship quality: a critical literature review and research agenda [J].
Athanasopoulou, Pinelopi .
EUROPEAN JOURNAL OF MARKETING, 2009, 43 (5-6) :583-610
[7]   Resource-based theories of competitive advantage:: A ten-year retrospective on the resource-based view [J].
Barney, JB .
JOURNAL OF MANAGEMENT, 2001, 27 (06) :643-650
[8]   Campaigning culinary documentaries and the responsibilization of food crises [J].
Bell, David ;
Hollows, Joanne ;
Jones, Steven .
GEOFORUM, 2017, 84 :179-187
[9]  
Bharadwaj N, 2015, Journal of Product Innovation Management, V32, P476
[10]   A customer relationship management roadmap: What is known, potential pitfalls, and where to go [J].
Boulding, W ;
Staelin, R ;
Ehret, M ;
Johnston, WJ .
JOURNAL OF MARKETING, 2005, 69 (04) :155-166