The Impact of Big Data Analytics Capabilities on Firm Performance : Empirical Research in Thailand
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Abstract
This research examines the relationship between Big Data Analytics (BDA) capabilities and firm performance, applying the Resource-Based View (RBV) to demonstrate how strategic capability development can foster competitive advantage. Data were collected from 198 publicly listed companies in Thailand, yielding a response rate of 26.94%. The study utilized a validated questionnaire with high content validity (IOC: 0.9333–0.9895) and reliability (Cronbach’s Alpha: 0.9643–0.9655). The analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) with a third-order construct, using the Disjoint Two-Stage Approach. Results indicate a significant positive relationship between BDA capabilities and firm performance. Specifically, BDA capabilities enhance both marketing and operational performance, effectively supporting overall firm outcomes. These findings align with the Resource-Based View perspective, which emphasizes the role of distinctive, irreplaceable resources in creating a sustainable competitive advantage.
This study contributes to the literature on Big Data Analytics by providing empirical evidence from publicly listed firms in Thailand. It offers valuable insights for managers seeking to leverage BDA capabilities to achieve competitive advantages and sustainable growth. Future research could expand the scope to include diverse geographic and industrial contexts, particularly focusing on small and medium-sized enterprises (SMEs). Additionally, investigating the roles of emerging technologies, such as artificial intelligence and Robotic Process Automation (RPA), in business processes would provide further understanding of technological impacts on firm performance.
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