Knowledge management, innovation, technology and direct marketing as antecedents of data mining: The mediating role of direct marketing

The main objective of the present work was to examine the relationship among innovation, technology, knowledge management, direct marketing and data mining. Additionally, present study examined the mediating impact of direct marketing in present research. For data collection, questionnaires were distributed among the employees of banks of KSA. The response rate of usable questionnaires was 73%. For the analysis, if the data collected, PLS-SEM technique was employed. It has been revealed from the findings of this study that direct marketing is significantly impacted by knowledge management, technology and innovation. Moreover, data mining of banks also has direct impact by direct marketing. In the end, direct marketing significantly mediates among knowledge management, innovation, technology and data mining. Thus, all the propose hypothesis are supported by the findings of the study. Present study fills the gap of application of data mining into the strategic level of the banking sector. Moreover, the findings of the study are important for the policy makers and academicians of banking sector in KSA.