Knowledge Economy Studies

Readiness Assessment for Big Data Analytics in Citizen Relationship Management: a Case Study of Tehran Governorate

Document Type : Original Article

Authors

Roohallah Noori 1
Mojtaba Farrokh 2
Vahid Heydari 3

1 Human Resource Management, Faculty of Management. Kharazmi University, Tehran, Iran Corresponding Author E-mail: rnoori@khu.ac.ir

2 Information Technology and Operation, Faculty of Management. Kharazmi University, Tehran, Iran E-mail: farrokh@khu.ac.ir

3 Faculty of Management, Kharazmi University, Tehran, Iran E-mail: vahid.h1996@gmail.com

https://doi.org/10.22034/kes.2026.2081637.1095
Abstract
This research examined how external organizational factors influence the acceptance and readiness assessment for integrating big data analytics into citizen relationship management (CRM) at Tehran Governorate. The study employed Davis's Technology Acceptance Model (TAM) in an applied, field-based design. Data were collected using a standardized questionnaire based on TAM, with a sample of 105 managers and experts from Tehran Governorate, and analyzed using Structural Equation Modeling (SEM) in SPSS and SmartPLS software. The questionnaire comprised five main dimensions, with validated reliability and validity. Results indicated that external factors (scalability, data storage and processing, data analysis capabilities, flexibility, and reliability), perceived ease of use, and perceived usefulness significantly impact the acceptance of big data analytics. Furthermore, organizational external components such as data storage and processing, flexibility, and reliability lead to satisfaction and intention to utilize big data analytics in managing citizen relations by creating perceived usefulness and confirming user expectations. These findings corroborated the previous research and demonstrated that strategic attention to training, expert recruitment, hardware development, infrastructure enhancement, and information security can facilitate effective adoption of big data analytics, thereby creating opportunities for research development in legal, economic, and other fields.

Keywords

Tehran governorate
Big data
Technology acceptance
Citizen
Citizen relationship management (CRM)
Subjects
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Knowledge Economy Studies
Volume 3, Issue 1
April 2026
Pages 95-120

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