How Customer Analytics Capability Influence Organizational Performance? A moderated mediation analysis.

Informações

Código: EMA373
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 05 - Estratégias de Marketing e Marketing Internacional

Autores

Alamir Costa Louro (Prog de Pós-Grad em Admin – PPGAdm/UFES - Universidade Federal do Espírito Santo) alamirlouro@gmail.com
Marcelo Moll Brandão (Prog de Pós-Grad em Admin – PPGAdm/UFES - Universidade Federal do Espírito Santo) mollmkt@gmail.com
Arthur França Sarcinelli (Prog de Pós-Grad em Admin – PPGAdm/UFES - Universidade Federal do Espírito Santo) thearthursarcinelli@gmail.com

Resumo

A theoretical model is proposed to test the relationship between Customer Analytics Capability and Market Orientation with Organizational Performance, encompassing Marketing Capabilities as a mediator moderated by Environmental Dynamism. Its contribution lies in the test of this moderated mediation in different types of industries in Brazil using SmartPLS for structural equation modeling and SPSS PROCESS macro for mediation test deepening insights. The work gives support to a better understanding of capabilities types and proposes an adaptive new one, Customer Analytics Capability, which is the final insertion of Analytics concept in Marketing and Strategy disciplines.

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