The impact of the decision-making role on perceived satisfaction, value for money, and reinvest intentions at varying levels of perceived financial performance in the context of Big Data Marketing Analytics

Business resources and processes such as Big Data Marketing Analytics (BDMA) are becoming increasingly focused on meeting the needs and objectives of customers. Consequently, this research aims to use PLS-SEM to explain the interaction and relationships between the core user-centric performance measures of BDMA, such as user satisfaction, value for money and reinvestment intention. Also, the significance of the decision-making role was explored in this context. Finally, the impact of perceived financial performance was investigated to see its impact on the examined relationships. The impact of value for money on user satisfaction, the impact of the decision-making role on user satisfaction, and finally, the impact of the decision-making role on the reinvestment intentions were found to be significant for individuals who scored either low or high perceived financial performance. Furthermore, all the observed relationships in the dataset were positive, whereas only three were positive and significant for individuals who scored low on perceived financial performance. Overall, it is clear that perceived financial performance has a vital role in BDMA deployment, where understanding the influence of user authority in decision-making enables managers to design better organizational plans by integrating inputs from multiple organizational cross-layers. Also, the results indicate that a user's decision-making role influences user-centric measures in BDMA deployment, which reveals how user perceptions and authority play a vital role in the context of BDMA in firms.