Examining the Relationship between Big Data Analytics, Consumer Response and Product Success

In the present digital era, the telecom sector is becoming competitive with time. Thus, the present research was designed to explore the impact of big data and IoT usage on product success by mediating customer response in the context of the UAE telecom sector. The present research used a quantitative method and longitudinal research design. Respondents’ responses were gathered through telecom sector employees using judgmental sampling. The 5-point scale was used to develop the questionnaire for data collection and was distributed among 325 respondents. The usable response rate of the study was 62.46%. This gathered data was examined through Smart PLS 3.3.9. The study’s results revealed that big data analytics, IoT usage and customer response significantly positively affect product success. Moreover, IoT usage and big data analytics had a significant impact on customer response as well. The statistical findings also supported the mediating effect of customer response as well. This research is helpful for the strategists of the telecom sector in developing strategies to make their products successful.