Earticle

초록

영어

Contemporary organizations strive for customer agility through the deployment of digital technologies on customer- focused operations to build enduring customer relationships, with mobile apps being one of its prominent examples. Drawing on prior agility and ECT literature, this study proposes a model to examine customers’ view of a firm’s customer agility. Our empirical test of conceptual model from data collected in a field study from 128 customers demonstrated that the conceptual model offers good explanation for customers’ view of a firm’s customer agility through relationships among customer expectations–customer perceived firm’s responsiveness- satisfaction. Data were analyzed using PLS, polynomial modeling, and response surface methodology to examine the relationships between customers’ digital interactions with the firm, influence of digitized interactions on customer expectations, customers’ evaluation of firm’s responsiveness, and subsequent customer satisfaction.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Theoretical background
  2.1. Customers’ View of Agility
  2.2. Expectation Confirmation Theory (ECT)
  2.3. ECT Perspective of Firm’s Agility
  2.4. ECT, Satisfaction and Limitations in Prior Research
 Ⅲ. Research Model
  3.1. Hypotheses Development
 Ⅳ. Study Context
 Ⅴ. Research Method
  5.1. Development of Measures
  5.2. Sampling Frame and Characteristics
  5.3. Model Testing
  5.4. Hypotheses Testing
 Ⅵ. Discussion
 
 

저자

• Maura Atapattu [ Postdoctoral Research Fellow, Information Systems School, Queensland University of Technology, Brisbane, Australia ] Corresponding Author
• Darshana Sedera [ Associate Professor, Information Systems School, Queensland University of Technology, Brisbane, Australia ]
• T. Ravichandran [ Professor of Information Systems, Dean, Lally School of Management, Rensselaer Polytechnic Institute, Troy, USA ]
• Varun Grover [ William S. Lee (Duke Energy) Distinguished Professor of Information Systems, Department of Management, Clemson University, USA ]

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