Agility in consumer retail: sense-response alignment through the eyes of customers


Autoria(s): Atapattu, Maura; Sedera, Darshana
Data(s)

2014

Resumo

In hyper competition, firms that are agile: sensing and responding better to customer requirements tend to be more successful and achieve supernormal profits. In spite of the widely accepted importance of customer agility, research is limited on this construct. The limited research also has predominantly focussed on the firm’s perspective of agility. However, we propose that the customers are better positioned to determine how well a firm is responding to their requirements (aka a firm’s customer agility). Taking the customers’ stand point, we address the issue of sense and respond alignment in two perspectives-matching and mediating. Based on data collected from customers in a field study, we tested hypothesis pertaining to the two methods of alignment using polynomial regression and response surface methodology. The results provide a good explanation for the role of both forms of alignment on customer satisfaction. Implication for research and practice are discussed.

Formato

application/pdf

Identificador

http://eprints.qut.edu.au/68642/

Publicador

Australasian Association of Information Systems (AAIS)

Relação

http://eprints.qut.edu.au/68642/2/68642.pdf

Atapattu, Maura & Sedera, Darshana (2014) Agility in consumer retail: sense-response alignment through the eyes of customers. Australasian Journal of Information Systems, 18(2), pp. 111-132.

Direitos

Copyright 2014 The Author(s)

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 2.5 License.

Fonte

School of Information Systems; Science & Engineering Faculty

Palavras-Chave #080000 INFORMATION AND COMPUTING SCIENCES #100000 TECHNOLOGY #Agility #Sensing #Responding #Customer's view #Polynomial Regression #ubiquitous CRM #mobile apps
Tipo

Journal Article