The role of big data analytics capability in the telecommunication sector of Pakistan: the chain mediating effect of data integration capability and data-driven decision making

The current study aimed to explain the effect of big data analytics capabilities on firm performance in the telecommunication sector of Pakistan. The proposed research model examines the effect of big data analytics capabilities on firm performance in the presence of chain mediating effect of data integration capability and data-driven decision-making, along with moderating influence of analytics culture. The research model was developed using the proven theory of resource-based view. In this cross-sectional study, an online questionnaire was used including 34 response items for data collection, whereas SPSS and Smart-PLS 4.0 were used for descriptive statistics & inferential analysis respectively. The results of this study indicate that adoption of big data analytics capabilities positively influence firm performance. It also confirms about the effective implementation of data driven decision making & data integration capability leads to better performance of the organization. However, no moderation of analytics culture on firm performance was found. The results also suggest the managers to take effective decision-making based on data integration for enhancing business performance. Study faces some potential challenges due to high data volume availability, small sample size methodological and sector specifics limitations. Study suggests the potential for future research evaluating this model with two serial mediations like process-oriented dynamic capabilities, business process agility etc. along with some moderators such as customer knowledge management etc. to identify the response in more complicated connections.