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

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.

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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.

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ID Code: 68642
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Agility, Sensing, Responding, Customer's view, Polynomial Regression, ubiquitous CRM, mobile apps
ISSN: 1449-8618
Subjects: Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000)
Australian and New Zealand Standard Research Classification > TECHNOLOGY (100000)
Divisions: Current > Schools > School of Information Systems
Current > QUT Faculties and Divisions > Science & Engineering Faculty
Copyright Owner: Copyright 2014 The Author(s)
Copyright Statement: This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 2.5 License.
Deposited On: 17 Mar 2014 22:54
Last Modified: 24 Sep 2014 13:37

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