Real-time information sharing, customer orientation, and the exploration of intra-service industry differences: Malaysia as an emerging market

Arsalan Mujahid Ghouri, Pervaiz Akhtar*, Mirza A. Haq, Venkatesh Mani, Gayane Arsenyan, Martin Meyer

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

Differences in business practices and preferences are vital for understanding specific industries, particularly in relation to downstream operations in emerging markets. This study explores the effects of real-time information sharing (RTIS) on downstream operations in three service sub-sectors that are dominated by small and medium sized enterprises (SMEs) - wholesale & retail, food & beverages, and accommodation. Drawing on information processing theory, we examine the differences in the adoption and perceived benefits for customers of RTIS through a survey of 221 middle-level managers from Malaysia. Our findings indicate that, overall, RTIS is significantly associated with customer purchase behavior (PB) in the presence of customer orientation (CO) that plays a two-fold mediating role in purchase and repurchase behavior. Our results also point to sectoral differences. RTIS—with customer PB and post-purchase behavior in the presence of CO—is more effective in the wholesale & retail and food & beverages sub-sectors than in accommodation. The article concludes with a discussion of theoretical and practical implications.
Original languageEnglish
Article number120684
Number of pages13
JournalTechnological Forecasting and Social Change
Volume167
Early online date25 Feb 2021
DOIs
Publication statusE-pub ahead of print - 25 Feb 2021

Keywords

  • Real-time information sharing
  • Emerging Markets
  • Customer orientation and purchase and repurchase behavior
  • Service industry and industry 4.0

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