LEVERAGING BIG DATA ANALYTICS FOR ENHANCED DECISION-MAKING AND SERVICE EFFICIENCY IN THE DIGITAL ECONOMY

In the rapidly evolving digital economy, organizations face increasing demands for timely, data-driven decision-making and efficient service delivery. Big data analytics has emerged as atransformative tool in modern information management, enabling organizations to extractactionable insights, optimize operations, and enhance strategic outcomes. This study examinesthe effect of big data analytics on decision-making and service delivery efficiency withincontemporary organizations. A descriptive survey design was employed, with data collectedfrom managers and IT professionals across multiple sectors. The study was guided by tworesearch questions. Data were analyzed using mean and standard deviation. Findings revealedthat big data analytics significantly enhances decision-making processes by improving accuracy,accelerating decision cycles, and enabling proactive management through predictive insights.Similarly, service delivery efficiency improved with real-time operational insights, workflowoptimization, and enhanced customer satisfaction. The study concludes that integrating big dataanalytics into information management systems is essential for competitive advantage andoperational excellence in the digital economy. It recommends among others that organizations should prioritize the adoption of big data analytics tools and technologies to enhance decision-making accuracy and service delivery efficiency.