Realising value from big data analytics : the process of affordance actualisation

Recent developments in big data analytics (BDA) enable financial institutions to optimize their decision-making processes. However, many BDA projects fail due to a lack of understanding of the value related to the realisation process. Guided by affordance actualisation theory, this article uses a critical realist case study approach to examine BDA affordance actualisation in a Malaysian-owned regional bank. Data collection involved an online survey, semi-structured interviews, and archival reviews. Using four BDA affordances specific to the banking industry, along with contextual mechanisms shaping organisational actions, interactions, and structures, our study highlights the importance the process of building BDA capabilities to realise BDA value. By highlighting the iterative and dynamic nature of the affordance actualisation process, this research extends theoretical insights into how organisations build BDA capabilities to realise value.This multi-layered research provides practitioners in banking and other sectors with actionable insights to enhance BDA implementation and realise its potential value.