| Abstract [eng] |
The main purpose of this master thesis is after analyzing the concepts of company performance decisions based on business data analytics and customer satisfaction, also after identifying the possibilities of the relationship between them and creating a theoretical model, evaluate the impact of business performance decisions based on business data analytics on customer satisfaction in medium and large service companies in Lithuania. Master thesis consists of three main parts: the analysis of literature, research methodology and main research results with conclusions. Literature analysis reviews the concepts of business data analytics, company performance decisions, customer satisfaction, and the relationships between them. The maturity levels of data analytics were analyzed, also it was found that it is easier for larger and international organizations to improve in the field of data analytics. It has been established that the main decision methods found in the scientific literature are discussion based and mathematical. Moreover, decisions can be made relying on intuition or analytical thinking. The main decisions that prevail in modern business are strategic and operational decisions. Companies are more and more aware of the impact of various decisions on their performance. Therefore, the majority of them decide to analyze various customer service related indicators (KPIs). The data analytics department helps managers of other departments to analyze the performance of their team/department, identify various threats and opportunities and improve operational productivity. Previous similar researches were studied, process model (orchestration), theoretical and research models were created. After analyzing the decision-making process and decision-making methods based on business data analytics as well as customer satisfaction concept, a research methodology was proposed. During the research, it was found that business data analytics driven company's strategic and operational performance decisions have an impact on customer satisfaction. Business data analytics is very important in making business decisions, but the managers of medium and large service companies in Lithuania have a rather negative assessment of their companies ability to use business data analytics resources and the full potential of their abilities. Moderator analysis revealed that business data analytics moderates the relationship between strategic business decisions and customer satisfaction, but does not moderate the relationship between operational business decisions and customer satisfaction. The conclusions of the master's thesis summarize the main results of the scientific literature and the quantitative performed research, recommendations were presented. |
