The Effect of Data Driven Culture on Customer Development and Firm Performance: The Role of Supply Chain Information Sharing and Supply Chain Information Quality

This culture is expected to enhance firm performance outcomes, but the mechanism through which it achieves this has received little empirical attention. A study proposes that data driven culture first enhances the supply chain information sharing and supply chain information quality capabilities of firms, which subsequently help firms to maximize their customer development and firm performance outcomes. The study developed a research model examining these relationships and tested it using data from 123 firms operating in Ghana. The results confirmed that data driven culture enhanced the supply chain information sharing and supply chain information quality, which subsequently enhanced customer development and firm performance. The study found that firms with a strong data driven culture were better able to attract customers, discover niche customer markets, and validate their customer base. Additionally, these firms were able to acquire and retain customers, and their customer base was growing. The study also found that data driven culture had a positive impact on firm performance, including returns on assets, revenue, return on investment, and profit margins on sales. The results suggest that firms that adopt a data driven culture are more likely to achieve these performance outcomes. The study's findings have implications for firms seeking to maximize the benefits of data analytics and enhance their customer development and firm performance. Supply chain information sharing and supply chain information quality are critical components of a data driven culture. The study found that firms that shared information with their trading partners in a timely, accurate, and complete manner were better able to enhance their customer development and firm performance. Additionally, firms that exchanged information with their trading partners to help in the drawing of business plans and kept each other informed about events or changes that may affect the other partners were more likely to achieve these outcomes. Customer development is a critical aspect of firm performance, and the study found that data driven culture had a positive impact on this outcome. Firms that adopted a data driven culture were better able to attract customers, discover niche customer markets, and validate their customer base. Additionally, these firms were able to acquire and retain customers, and their customer base was growing. The study's findings have implications for firms seeking to adopt a data driven culture and enhance their customer development and firm performance. By adopting a data driven culture, firms can enhance their supply chain information sharing and supply chain information quality, which can lead to improved customer development and firm performance outcomes.