THE LEVEL OF ADOPTION OF BUSINESS ANALYTICS AND SIZE OF BUSINESS AS A PREDICTOR OF BUSINESS PERFORMANCE

Abstract

Business sectors have witnessed a remarkable transformation in recent years, with the emergence of big data and business analytics. Business sectors are increasingly adopting analytics tools and techniques to gain valuable insights into their operations, customer behavior, and market trends. In this study, we investigate the level of adoption of business analytics in business operations and examine its impact on business performance. We also explore the moderating role of business size on the relationship between business analytics adoption and business performance. The study adopts a quantitative research design and collects data from a sample of different businesses using a structured questionnaire. Stratified random sampling technique is used to select the sample size. The data collected are analyzed using multiple regression analysis to examine the relationships between the variables. The findings of this study contribute to the literature on business analytics adoption and business performance. The results indicate that business analytics adoption has a positive and significant impact on business performance in the sector. Moreover, the study finds that business size moderates the relationship between business analytics adoption and business performance. The implications of these findings for businesses are discussed, and recommendations are provided for future research in this area.