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Keywords: Real-time analytics
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Journal Articles
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2022) 17 (3): 295–311.
Published: 15 February 2022
..., it is observed that an organization's SSP is impacted by BDA capability, comprised of personalization and real-time analytics (RTA), mediated through CRM capability, which includes customer interaction and retention capabilities. Also, the proposed model considers leadership support (LS) as a moderating variable...
