The Impact of Big Data Analytics and CRM Capabilities on Firm Performance: An Empirical Study of Algerian Post

Abstract

This research investigates the impact of Big Data Analytics (BDA) and Customer Relationship Management (CRM) capabilities on Firm Performance (FP) within the context of Algerian Post, a major public service institution in Algeria. As the digital economy expands, public sector organizations face increasing pressure to leverage data-driven insights and enhance citizen engagement. Utilizing a quantitative approach, this study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software to analyze survey data. The measurement model demonstrated high reliability and validity, confirming the robustness of the research instrument. Structural model analysis revealed that both BDA and CRM capabilities have a statistically significant positive effect on FP. Notably, Big Data Analytics exhibited a strong effect (f^2 = 0.412), significantly outperforming the small-to-medium effect of CRM capabilities (f^2 = 0.097). The findings suggest that while CRM is essential for citizen satisfaction, the strategic integration of BDA is the primary driver of operational efficiency and overall performance in the current digital transformation phase of Algerian Post. The study contributes to the literature by providing empirical evidence from a public service context in an emerging market, highlighting the necessity of data-driven decision-making.