Optimizing competitive performance of service firms in data-rich environment

Abstract

PurposeThe marketing information system (MkIS) in the data-rich business environment receives all the attention these days, but as essential and perhaps even more essential is the marketing information system management capability (MkISMC). Although many service firms apprehend the return from MkIS, others clearly struggle. It seems that MkIS management capability dynamics and their direct/indirect holistic influence on service firm's competitive performance (SFCP) are unsolved in the current data-driven service economy. This study aims to conceptualize a model and test the antecedents on service firms' competitive performance.Design/methodology/approachThis study utilizes a survey of a sizeable sample of service firms’ managers at the firm level. A total of 250 useable responses were obtained and analyzed through structural equation modeling.FindingsResults reveal that variables under their respective direct influences are positively and significantly related. Interestingly, MkISMC has a relatively large magnitude of positive and direct effects on service firms' competitive performance. The other variables, such as the use of marketing analytics (UMAN), service innovation and management (SINM), partially mediate the effect of MkISMC on the competitive performance of service firms.Practical implicationsThe findings inform practitioners that MkISMC, UMAN and SINM play a vital role in attaining service firms' competitive performance in the data-rich environment. Overall, it deepens the understanding of the mediation effect of UMAN and SINM of service firms on competitive performance.Originality/valueThe study advances theoretical understanding of resource-based view (RBV), market orientation and dynamic capability that formulate the relationship of MkISMC, UMAN and SINM in attaining SFCP in the ever-changing data-driven business economy.

Does marketing analytics capability boost firms' competitive marketing performance in data-rich business environment?

“…In this study, the authors applied both qualitative and quantitative phases initially using the judgemental sampling technique to confirm the model constructs and measurement scales. Judgemental sampling is purposive sampling, where choosing the sample elements is based on the investigators' or experts' judgement that matches the study context (Rahman et al , 2020a). The research model was developed based on the literature review mentioned in the previous section.…”

Avoidance behaviour towards using pirated software: testing a seven-component model on SME employees

“…Initially, the experts and scholars chose 21 categories based on their judgement on the categories of the industries that use software and technology in their regular business activities. This study acknowledged judgemental sampling as purposive sampling, where the selection of sample elements was based on experts' judgement (Rahman et al, 2020b). The experts and academic scholars only included elements that they deem as appropriate for analysing the particular study (Sarstedt et al, 2018).…”

“…The research subordinates communicated the SMEs via the social media connections; of these SMEs, 101 agreed to share their employee contact particulars and give consent to survey their employees. The research subordinates subsequently identified three employees from each SME by considering the contact details of all the employees of the 101 firms via a convenience method similar to that of Rahman et al (2020b). In the convenience sampling technique, the primary consideration was the ease through which the possible respondents could be found or recruited (Baker et al, 2013).…”

“…In the convenience sampling technique, the primary consideration was the ease through which the possible respondents could be found or recruited (Baker et al, 2013). Convenience nature in sampling counts time as money and save resources (Rahman et al, 2020b). Therefore, with the help of the research assistants, the authors surveyed 303 questionnaires amongst the SME employees who represented the 14 SME categories.…”

Role of enterprise information system management in enhancing firms competitive performance towards achieving SDGs during and after COVID-19 pandemic

“…Thus, firms' information system management capabilities are considered the central plethora among industry participants (Yasmin et al, 2020;Peng et al, 2016;Gallego-Gomez et al, 2021). Thus, the present study intends to refer to the view that firms capability of information system management is one of the dominant antecedents that influence the overall competitive performance of firms (Rahman et al, 2020). Based on the above discussion the study investigate the following research question (RQ): RQ1.…”