Effect of Big Data Analytics and Artificial Intelligence on Perceived Sales Performance in India B2B market- Mediating role of Customer Relation Management Technology

Abstract

The rapid growth of India's economy, projected to be the third largest by 2027, underscores the critical role of Big Data Analytics (BDA) and Artificial Intelligence (AI) in enhancing business performance, particularly in the Business-to-Business (B2B) market. This study examines the impact of BDA and AI on perceived sales performance (PSP) in the Indian B2B context, with Customer Relationship Management (CRM) technology as a mediator. Despite the recognized potential of these technologies, there is a paucity of research exploring their combined effect on sales performance and the mediating role of CRM in emerging markets. A quantitative approach was employed, utilizing a survey with a structured questionnaire distributed to 393 B2B sales professionals across India, selected via convenience and snowball sampling. Data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results confirm that BDA and AI significantly enhance CRM technology effectiveness (β=0.773, β=0.237, p<0.01), which in turn positively impacts PSP (β=0.568, p<0.01), supporting all hypotheses. Theoretically, the study enriches the Resource-Based View and Dynamic Capabilities Theory by elucidating technology-driven performance mechanisms. Practically, it guides B2B firms in leveraging BDA, AI, and CRM to improve sales outcomes. Limitations include reliance on perceived rather than actual sales performance and a focus on larger firms. Future research should adopt longitudinal designs, include smaller firms, and explore additional mediators like marketing capabilities.