ROLE OF BIG DATA ANALYTICS FOR CUSTOMER SATISFACTION IN MEDIATING SERVICE SUPPLY CHAIN MANAGEMENT AND OPERATIONAL PERFORMANCE

Authors

DOI:

https://doi.org/10.19094/contextus.v17i3.42468

Keywords:

Service supply chain management; operational performance; big data analytics; customer satisfaction

Abstract

The aim of the study was to examine the mediating effect of big data analytics (BDA) as a tool in the relationship between service supply chain management and operational performance in the pursuit of customer satisfaction. To this end, an exploratory descriptive research was conducted with a sample of 125 managers of residential and building service and condominium companies in the metropolitan region of São Paulo. The data, treated by descriptive statistics and structural equation modeling, revealed that BDA partially mediates the relationship between service supply chain management and operational performance, which in turn positively influences customer satisfaction. From these results it can be concluded that BDA is an important management tool for facilitating the execution of service activities in residential condominiums in order to foresee problems in equipment used by customers, such as elevators, hydraulic pumps, automatic gates and access monitoring cameras, thereby improving the operational performance of condominium service companies and contributing customer satisfaction with service provision.

Author Biographies

Douglas Vieira Silva, Universidade Presbiteriana Mackenzie

Master in Business Administration from Mackenzie Presbyterian University (Capes 5 - Capes Scholarship 2017/2018), Research and Resources Development (RDE) research line, theme: "Service Supply Chain Management and Big Data Analytics: The Influence on Satisfaction" of the customer". MBA in Financial Management Controlling and Auditing from Fundação Getúlio Vargas (FGV), Post Graduate in Marketing from Fundação Armando Álvares Penteado (FAAP), Bachelor of Business Administration from FIEO. Worked as a visiting professor at the Postgraduate and MBA Course at the University of Mogi das Cruzes - UMC, full professor at the Institute of Business Administration and UNIBAN and the Bachelor of Business Administration at the Paulista Institute of Education and Research. Worked as a lecturer in the Management Course at Fundação Bradesco and the Young Apprentice Project at Bradesco S / A from 01/2005 to 12/2014. Worked as Commercial Manager and Marketing Manager for large companies in the consumer goods and services market. He is currently Chief Financial Officer of GDE Bombas e Equipamanetos Ltda, a company that provides services in the condominium market. He is Managing Director of EDDO ​​Marketing & Coaching, where he develops an important consulting and talent development work. He is a speaker at renowned institutions such as SEBRAE and SENAC, coaching several companies in different segments.

Roberto Giro Moori, Universidade Presbiteriana Mackenzie

Docente da Universidade Presbiteriana Mackenzie

Doutor em Engenharia da Produçao pela Universidade de São Paulo, Brasil

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Published

2019-12-20

How to Cite

Silva, D. V., & Moori, R. G. (2019). ROLE OF BIG DATA ANALYTICS FOR CUSTOMER SATISFACTION IN MEDIATING SERVICE SUPPLY CHAIN MANAGEMENT AND OPERATIONAL PERFORMANCE. Contextus - Contemporary Journal of Economics and Management, 17(3), 114–138. https://doi.org/10.19094/contextus.v17i3.42468

Issue

Vol. 17 No. 3: set/dez 2019

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