Information Technology and Customer Orientation: A Study of Direct, Mediated, and Interactive Linkages

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Abstract:

This study investigates whether and how information technology (IT) is linked to a firm's ability to understand and fulfil customer needs, i.e. customer orientation. IT alone or in tandem with other strategic resources may enable businesses to process market intelligence and coordinate organisational responses to meet evolving buyer preferences. Based on a survey of senior marketing managers and PLS path model analyses, we learned that greater IT capabilities are associated with higher customer orientation but in mediated and interactive ways with marketing information quality and organisational trust. These and other findings largely supported the conceptual model. An implication is that while IT capabilities can help firms be more customer-focused, other critical resources must also be present.

Keywords: CUSTOMER ORIENTATION; INFORMATION TECHNOLOGY; MARKETING INFORMATION QUALITY

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725706776861208

Publication date: April 1, 2006

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