Moderating influence of big-data analytics on rationale decision-making and organizational performance in Delhi & NCR

The current business environment dynamic and technology has become the main instrument for innovation and growth. To survive and further gain a competitive edge, the organization needs to enhance its performance continually. Different strategies need to be formulated in a fast-changing environment. For this, quick and efficient decision-making is a prerequisite. Gone are the days when the decision is taken based on individual experience and perception of the people sitting at the top of the pyramid? The current era has already started towards data-driven processes and decision-making. The current study highlights the rationality of the decision-making process for better organizational performance. The study investigates the moderating role of big data analytics towards decision-making rationality and organizational performance. The proposed research model highlights those effective decision-making results in better organizational performance, further enhanced by using big-data analytics. The independent variable (IV) in the study is the rational decision-making model, which represents the decision-making process based on the model suggested by Sprague & Carlson. The study’s dependent variable (DV) is organizational performance based on Capgemini’s study on big data and the decision-making process. The importance of big-data analytics is the moderator, which affects the relationship between decision-making and organizational performance. The catalytic effect of the moderator (Mo) enhances the relationship between the independent variable and the dependent variable. A cross-sectional approach is based on primary data collected from the IT companies in Delhi NCR. The study’s key finding is based on the result analysis after applying the regression and interaction effect of big-data analytics. The result indicates that the use of rational decision-making models in the organization results in higher performance.