The Impact of Big Data on Organizational Performance: Investigating the Role of Innovative Performance (Case Study: Ayandeh Bank)

Big data analysis capabilities are very important tools for business competitiveness in very dynamic markets. In this connection, this study analyzes the relationship between the capabilities of big data analysis and innovative performance and analyzes its results on the performance of Mashhad Ayandeh Bank. This research is practical in terms of purpose and in terms of its nature and method, it is classified as descriptive-correlational research. The statistical population of research is all the employees of the research and development, marketing operations and information technology unit of Ayandeh Bank, which, according to its position, has the most connection with big data. Using Morgan's table, 123 people were selected as a simple random sample. Aghaei and Galich (2020) questionnaire was used to collect data. The validity of the questionnaire was done through content validity and professors' approval and construct validity, and for reliability, Cronbach's alpha test was used, which finally confirmed the validity and reliability of the instrument. Structural equation modeling have been used to check research hypotheses. The results showed that data diversity and data speed have a positive and significant effect on the innovative performance and consequently on the performance of the future bank. However, the impact of data volume on the innovative performance and performance of Ayandeh Bank was not confirmed. The exploitation of big data finds strategic value by ensuring an iterative process of partnership between Bank Ayandeh and customers, which represents the basis of a sustainable cycle of value creation for both of them