Big Data Analytics Driving Firm Performance through Customer Agility

Using a dual theoretical lens, this study aims to explore the influence of adoption of Big Data Analytics (BDA) on firms’ performance through customer agility and the moderating role of data-driven culture. Though BDA has received the attention of researchers, still much work is required to explore mediating and moderating factors contributing in achieving firm performance. We employed a quantitative, cross-sectional survey design targeting telecom, banking, and fintech firms, comprising a sample size of 200 respondents holding key marketing positions. Findings confirm that adoption of big data analytics positively influences marketing firm performance through customer agility. While a data-driven culture supports BDA, it also moderates outcomes showing diminishing returns at high maturity levels. This dual role of data driven culture provides critical insight into the balance between data standardization and innovation flexibility. Marketers must integrate customer agility into BDA strategies and foster adaptive data cultures. The study utilizes both the Resource Based View and Dynamic Capabilities Theory by detailing when and how BDA adoption improves performance. These insights guide marketing leaders in navigating technological change.