Examining the Impact of Marketing Analytics on Customer Agility and Satisfaction: Evidence from the Indian Context

This research views into the relationship between marketing analytics, customer agility, and customer satisfaction in Indian market. This research looks at how ‘Dynamic capabilities’ theory helps us to know the role of marketing analytics in boosting customer agility, ultimately leading to improved customer satisfaction. We had 518 people take part in an online survey, and we ran some multiple linear regression analysis on the data to look into relationships between the key variables. So, this analysis shows while marketing analytics can help boost customer agility, it doesn't really have a strong statistical backing in this connection. After doing the study, it was discovered that customer agility does not actually have a significant influence on the results of customer happiness. Based on our findings, it seems that there are more elements at play that most likely have a greater influence on the level of consumer satisfaction in the Indian market than the ones that we investigated. In the future, it would be very beneficial for researchers to investigate the ways in which marketing analytics could have some indirect impacts and to investigate the aspects that might affect the linkages between these events.