Influence of information technology and marketing capabilities in achieving superior customer performance: evidence from Taiwan
Journal
Asia Pacific Business Review
Date Issued
2021
Author(s)
Hsu, YM
Abstract
This study investigates the direct, mediation, and interacting effects of externally and internally focused information technology (IT) capabilities and outside-in and inside-out marketing capabilities on customer performance. The relationships are tested using survey data collected from firms in Taiwan. The structural equation modelling (SEM) results show that apart from directly affecting customer performance, externally focused IT and outside-in marketing capabilities indirectly affect customer performance through internally focused IT and inside-out marketing capabilities, respectively. Moreover, the interaction effect of externally focused IT and outside-in marketing capabilities has a significant influence on customer performance, implying that these two capabilities act as complementary resources for a firm.
Subjects
Customer performance; externally focused IT; IT capabilities; marketing capabilities; outside-in marketing; Taiwan; SUPPLY CHAIN INTEGRATION; RESOURCE-BASED VIEW; SOCIAL MEDIA; FIRM PERFORMANCE; DYNAMIC CAPABILITIES; ORIENTATION; IMPACT; INNOVATION; STRATEGY; EXPLORATION
SDGs
Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Type
journal article