Investigating big data management and its impact on customer satisfaction and organizational performance in the Iranian retail industry

Document Type : Original Article

Authors

1 Business Administration Department, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

2 Business Administration Department, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

3 Assisstant Professor, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.

Abstract

Objective: This study aimed to investigate the method of big data management and its effect on customer satisfaction and organizational performance in the Iranian retail industry.
Methodology: This research is applied-developmental in terms of purpose and has been done in a mixed way and is of descriptive-exploratory type. To achieve the goal, first of all, from an open interview with 50 managers, specialists, and staff experts in the field of retail, who were selected through snowball sampling, data related to identifying components and prioritizing the importance of components were extracted and these data were analyzed using Content analysis. Using the questionnaire tool, the data was collected by available sampling from 385 samples of retail experts, in the Fall of 2023, and correlation was analyzed using SPSS and Lisrel software.
Findings: The findings of the research include identifying 56 concepts and 27 categories in 7 dimensions and prioritizing and extracting two-way strategies and analyzing social networks and database model tools and hiring skilled human resources for big data management, which will lead to capabilities such as customization in the retail industry. , that these capabilities will increase customer satisfaction and ultimately improve the organization's sales as the most important components investigated in the research.
Conclusion: The results indicate that big data management strategies and tools have a positive and significant effect on creating retail industry capabilities such as extensive customization, and these capabilities also have a significant effect on customer satisfaction and increase sales of Iranian retail industry organizations.

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Journal of Business Management Perspective
Volume 22, Issue 54 - Serial Number 88
September 2023
Pages 13-46

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History

  • Receive Date: 13 May 2023
  • Revise Date: 30 May 2023
  • Accept Date: 30 May 2023

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