haku: @author Nakata, C. / yhteensä: 5
viite: 2 / 5
| Tekijä: | Nakata, C. Zhu, Z. |
| Otsikko: | Information technology and customer orientation: a study of direct, mediated and interactive linkages |
| Lehti: | Journal of Marketing Management
2006 : APR, VOL. 22:3 - 4, p. 319 354 |
| Asiasana: | information technology customers marketing strategy managers trust |
| Kieli: | eng |
| Tiivistelmä: | The article examines the possible ways in which information technology (IT) is linked to a firms capacity to customer orientation, which means the firms capacity to appreciate and fulfill customer needs. IT in itself or combined with other strategic resources can enable firms to process market intelligence and arrange organizational processes in order to note and handle developing needs of buyers. A survey of senior marketing managers and PLS path model analysis are presented in the article. The results show that better IT capabilities are connected with higher customer orientation but in consequential and interactive ways with organizational trust and the quality of marketing information. The authors conclude that although IT capabilities can help firms become more customer-oriented, also other critical resources play an important role here. |
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