Chapter 12: Elucidating the Moderating Role of CRM in Business Intelligence and Organisational Performance

This study developed a new analytical model to quantify the influence of business intelligence (BI) adoption on bank performance. An in-depth review of academic literature revealed a significant research gap exists in investigating BI's performance impacts, especially in the under-studied Indian banking context. Additionally, customer relationship management (CRM) was incorporated as a moderating variable given banks' large customer databases.

A survey was administered to 413 employees across leading Indian banks to collect empirical data for evaluating the conceptual model. Relationships between variables were analysed using partial least squares structural equation modelling (PLS-SEM). This technique is well-suited for theory building with smaller sample sizes and non-normal data.

Statistical analysis supported the hypothesised positive effect of BI adoption on bank performance dimensions including growth, internal processes, customer satisfaction, and finances. Furthermore, while CRM did not significantly moderate this relationship, its inclusion represents an incremental contribution to the limited academic literature on BI in Indian banking.

The model provides a quantitative basis for strategies leveraging BI's performance benefits across the variables studied. Moreover, the literature review revealed an important knowledge gap and established a testable framework advancing BI theory in the Indian banking context. Significant future research potential exists through model replication, expansion, and empirical verification.

This research thoroughly reviewed existing academic literature to develop a novel testable model absent in prior studies. It provides a robust conceptual foundation and rationale for ongoing scholarly investigation of BI's deployment and organisational impacts.