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