Agility in consumer retail: Sense-Response Alignment through the eyes of customers

Australasian Journal of Information Systems

Maura Atapattu¹  Darshana Sedera¹ 

[1] Queensland University of Technology

关键词: Agility;    agility alignment;    sense and response;    u-CRM;    polynomial regression;   

DOI  :  10.3127/ajis.v18i2.866

学科分类：计算机科学（综合）

来源: University of Canberra * Faculty of Information Sciences and Engineering

【 摘 要 】

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.

【 授权许可】

Unknown