Big Data AI and Customer Relationship Performance: The Impact of Supply Chain Capabilities and Technological Turbulence

Abstract

In today's data-driven environment, dynamic customer expectations, rapid technological advancements and growing market competition have made supply chain and customer relationship management more complex for B2B manufacturing firms. Aligning supply chain strategies with evolving customer demands is a major challenge. Data-driven decision-making can help address these challenges. The study explores how big data analytics powered by artificial intelligence, impacts customer relationship performance through supply chain alignment and adaptability. This study further examines how technological turbulence moderates these relationships. Data from 549 Chinese B2B firms were analyzed using SmartPLS to test the theoretical model. The results confirmed, Big data analytics, AI significantly enhances customer relationship performance by enabling supply chain adaptability and alignment, adapt technological and market changes. Crucially, supply chain alignment and adaptability act as essential mediators, translating Ai driven insight into customer centric outcomes. While BDA-AI is a significant driver, its role as a strategic resource is complemented by other firm capabilities, as the resource-based view suggests. Furthermore, technological turbulence amplifies big data analytics AI's value, highlighting its importance in navigating disruption. This research establishes a framework linking BDA-AI to supply chain performance, offering guidance for achieving sustainable advantage in volatile markets.