An exploration of the dimensions of IT competencies and its effect on business analytics for CRM, the analysis of the mediator role of data management capability

Purpose: The aim of this research is to an exploration of the dimensions of IT competencies and its effect on business analytics for CRM, the analysis of the mediator role of data management capability, investigate the organizational agility and CRM performance.Research method: The research in terms of purpose is applicable, in terms of data-gathering method is descriptive and correlation-type; it based on structural equation modeling. The statistical population of the research consisted of senior managers and employees in marketing and sales agents of Pejvak software engineering company in the Islamic Republic of Iran. For this purpose, (Nam, D. Leeb, J. & Lee, H., ) and (Ravichandran, T., ) questionnaires were used for the study.Results: According to the results and findings, A direct and significant relationship between two variables, IT competencies and data management capability confirmed. A direct and significant relationship between two variables, data management capability and business analytics for CRM confirmed. The role of data management capability in the relationship between IT competencies and business analytics for CRM as the mediator variable confirmed. A direct and significant relationship between two variables, IT competencies and business analytics for CRM rejected. A direct and significant relationship between two variables, business analytics for CRM and organizational agility confirmed. A direct and significant relationship between two variables, organizational agility and, CRM performance confirmed

کلیدواژه ها:

IT competencies ، data management capability ، business analytics ، customer relationship management (CRM) ، organizational agility ، CRM performance