Impact of Big Data Analytics on Indian E-Tailing from SCM to TCS

Avinash B.M. Divakar G.M. Potluri R.M. Megha B.
2024 KODISA Foundation

Journal of Distribution Science
2024 #22 Issue 8 65 - 76 pp.

Purpose: The study aims to recognize the relationship between big data analytics capabilities, big data analytics process, and perceived business performance from supply chain management to total customer satisfaction. Research design, data and methodology: The study followed a quantitative approach with a descriptive design. The data was collected from leading e-commerce companies in India using a structured questionnaire, and the data was coded and decoded using MS Excel, SPSS, and R language. It was further tested using Cronbachs alpha, KMO, and Bartlett’s test for reliability and internal consistency. Results: The results showed that the big data analytics process acts as a robust mediator between big data analytics capabilities and perceived business performance. The ‘direct, indirect and total effect of the model’ and ‘PLS-SEM model’ showed that the big data analytics process directly impacts business performance. Conclusions: A complete indirect relationship exists between big data analytics capabilities and perceived business performance through the big data analytics process. The research contributes to e-commerce companies understanding of the importance of big data analytics capabilities and processes.

Big Data Analytics , Big Data Analytics Capabilities , Big Data Analytics Process , Business Performance , E-tailing , Supply Chain Management (SCM) , Total Customer Satisfaction (TCS)

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School of Information Technology and Engineering, Kazakh-British Technical University, Tole Bi Street 59, Almaty, 050000, Kazakhstan
Westford University College, Sharjah, Al Taaun Street, United Arab Emirates
School of Business, Kazakh-British Technical University, Tole Bi Street 59, Almaty, 050000, Kazakhstan
M S Ramaiah Institute of Management, Gate No.8, General Sciences Building, C Block, M.S.R.I.T. POST, Karnataka, Bengaluru, 560054, India

School of Information Technology and Engineering
Westford University College
School of Business
M S Ramaiah Institute of Management

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