Factors Influencing The Big Data Analytics Adoption And Its Relationship With Sales Performance In Healthcare Organizations Of Pakistan

The healthcare organizations are always keen to improve the decision making capability of the organization to provide better healthcare services and improve sales performance.The recent developments of information technology in every part of healthcare organizations tremendously increase the volume,diversity,and generation speed of healthcare data.The big data analytics(BDA)has drawn marvelous popularity in healthcare organizations due to its capability of handling massive data sets and advanced analytical capability.Big data analytics have the ability to collect,manage,and analyze the enormous volume,velocity,and variety of healthcare data and extract hidden useful information that can improve healthcare decision making.The healthcare organizations due to the advanced analyzing ability are investing substantial money and time in BDA and wish to adopt it to get the potential benefits in healthcare services and sales performance improvement.The government of Pakistan also realized the importance of BDA and started many projects about the collection and management of big data in various industries,especially in the healthcare industry.The Pakistani healthcare industry is in the initial phase of BDA adoption,and there is dire need of BDA adoption framework specific to healthcare organizations of Pakistan for the successful adoption of it.Furthermore,the Pakistani healthcare sector,especially the government healthcare sector facing financial crises due to the gradual decrease in sales.This sales performance challenges to the healthcare organizations are also one of the reasons that healthcare organizations want to adopt BDA to get the potential benefits of it to increase sales performance.This research by recognizing the need for healthcare organizations of Pakistan and fulfilling the existing research gap in the literature has the objective to explore the factors influencing BDA adoption and its relationship with sales performance.This research proposed comprehensive research models for measuring the influencing factors and barriers that can affect the adoption of BDA in healthcare organizations of Pakistan first and to measure the relationship of BDA adoption with the sales performance of healthcare organizations of Pakistan secondly.This research considers technology acceptance model(TAM)as the theoretical foundation to identify the factors influencing BDA adoption model integrated with innovation diffusion theory(IDT)and unified theory of acceptance and use of technology(UTAUT).Moreover,this research also investigated the moderating role of resistance to change and gender considering as crucial barrier to the adoption of BDA particularly in developing countries.To investigate the adoption of BDA in healthcare organizations of Pakistan is highly significant because these organizations are in the initial stage of adoption and the research findings can help the healthcare organizations of Pakistan in this regard.The investigation of BDA adoption and its relationship with sales performance is also the dire need of time because due to the failure of majority sales force automation systems and financial crises the healthcare organizations are in search of a proper system or technology that can fulfill the sales requirements of the organizations and the finding of this research will be useful in this perspective.The research used resource based view(RBV)and dynamic capability theories as a lens to explore this model.The research hypotheses of both research models were tested using AMOS v25.The data was collected by using the structured questionnaire from potential users of big data analytics of healthcare organizations in Pakistan.A total of 549 valid responses of factors influencing BDA adoption model and 416 of BDA adoption relationship with sales performance model were selected for final analyses.The structural equation modeling(SEM)technique was used to measure the relationship between constructs.The results of this research concluded that external supportive factors such as selfefficacy,compatibility,security and privacy,and social influence have a strong influence on TAM factors,and these factors along with TAM factors are strong predictors of intention to use big data analytics.The results also verified the negative moderating role of RTC between intention to use BDA and the adoption of BDA.This research results also inducted the vital contribution of gender differences in the literature of BDA adoption and reported that females are lagged behind and create more resistance in the way of BDA adoption.Moreover,the results of the second model verified the relationship of BDA adoption on the sales performance of healthcare organizations in Pakistan and also the mediating role of CRM capabilities between BDA adoption and sales performance.The BDA adoption measuring variables such as better customer services,personalization,advance analytics and improve relational knowledge have a direct impact and indirect impact through CRM capabilities on the sales performance of healthcare organizations in Pakistan.The results of this research contributed a lot to the theory and practice of BDA.The research contributed to the theory by extending the combined effects of TAM,IDT,UTAUT,RBV,and dynamic capabilities theories in the context of BDA.This research also contributed practically such as provided the empirically tested model for the adoption of BDA specific to the context of healthcare organizations of Pakistan and also empirically investigated the BDA adoption relationship with the sales performance that will help to use BDA for the increase in sales performance of the healthcare organizations of Pakistan.Furthermore,the author suggested some tactics to government and regulatory bodies for helping healthcare organizations in the adoption of BDA.This research also suggested some tactics on the bases of research findings to the prominent pillars of the healthcare sector,such as hospitals,pharmaceutical organizations,and laboratories for the adoption of BDA and improvement of sales performance through BDA adoption.