Agility : customer's perspective

Atapattu, Maura & Sedera, Darshana (2013) Agility : customer's perspective. In Lee, Jae-Nam, Mao, Ji-Ye, & Thong, James (Eds.) PACIS 2013 Proceedings, AIS Electronic Library (AISel), Jeju Island, Korea.

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In competitive environments agility is emerging as an important determinant of success. Despite the widely accepted importance of agility there has been paucity in research on this construct, especially the customer’s perspective of agility. Rise of digital natives together with growth of ubiquitous information systems has changed the way firms engage with their customers. Firms are finding it difficult to establish sustained loyalty hence the long term sustained advantage over competition. Hence, firms are increasingly investing substantial resources on dynamic Customer Relationship Management systems such as mobile-CRMS to better engage with customers to sense and respond quickly (Agility of the firm) to their demands. This paper investigates firm’s customer agility from customer’s perspective, and we propose a model to understand firm’s customer agility from customer’s point of view. The proposed model is derived based on previous conceptions of agility and the expectation confirmation theory (ECT). This paper reports the initial findings of this study obtained through a pilot test. The findings of the study demonstrate that customer’s view point on firm’s customer agility is an important determinant of achieving success through sustained competitive advantage.

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ID Code: 61620
Item Type: Conference Paper
Refereed: Yes
Additional Information: Published paper available at
Keywords: Customer agility, Mobile-CRM, Firm agility, U-CRM, Expectation confirmation theory
Subjects: Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000) > INFORMATION SYSTEMS (080600)
Divisions: Current > Schools > School of Information Systems
Current > QUT Faculties and Divisions > Science & Engineering Faculty
Copyright Owner: Copyright 2013 [please consult the author]
Deposited On: 01 Aug 2013 04:14
Last Modified: 01 Aug 2013 23:28

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