The nexus between customer value analytics and SME performance in emerging market: a resource-based view perspective

This research seeks to examine the interaction between customer value analytics (CVA) and performance of SMEs through the Resource-Based View (RBV) theory’s viewpoint. In this study, data was acquired by surveying 225 SMEs recognised by the Ghana Enterprise Agency (GEA) as food processors in the Eastern Region of Ghana. Analysis of the impact of CVA on SMEs’ performance was conducted using the path analysis approach of structural equation modelling (SEM). The results of the study showed that CVA had a substantial and positive effect on performance of SMEs in the areas of internal processes of business, learning and development, customers, and finance. Findings from this study further demonstrate how crucial CVA components—data mining (DM), Internet of Things (IoT), and analytic hierarchy process (AHP)—are to the functioning of SMEs. The research findings provide strong evidence for the proposition of the RBV theory.The results of the present research corroborate prior studies that propose that SMEs ought to view CVA and its determinants—like IoT, DM, and AHP—as a crucial competitive asset and capability that could potentially augment their expansion in areas like finance, customer acquisition, internal business operations, and learning and development. This study advances the understanding of CVA and SMEs’ performance, particularly in emerging market economies.