Investigating big data management and its impact on customer satisfaction and organizational performance in the Iranian retail industry

The present study aimed to investigate the method of big data management and its effect on customer satisfaction and organizational performance in the Iranian retail industry. This research is applied-developmental in terms of purpose and has been done in a mixed way and is of descriptive-exploratory type which has been done by positivist-correlation method. To achieve the goal of the research, first open interviews with 10 managers of Iran's retail industry were used to identify the components and then through closed interviews with 50 specialists and experts in the field of retail in Tehran who were selected through snowball sampling. Data related to prioritizing the importance of the extracted components were obtained. In the continuation of the research, using a questionnaire tool, data were collected from 385 samples of experts in this field of retail in Tehran in the spring of 2022 and analyzed using SPSS and LISREL software. The findings include identifying 55 concepts and 26 categories in 7 dimensions and prioritizing and extracting two-way strategies, analyzing social networks and database template tools, and employing skilled resources for big data management, leading to capabilities such as customization in the retail industry. These capabilities will increase customer satisfaction and ultimately improve the organization's sales as the most important components in research. The results indicate that big data management strategies and tools have a positive and significant effect on creating retail industry capabilities such as extensive customization, and these capabilities also have a significant effect on customer satisfaction and increase sales of Iranian retail industry organizations.