| Date |
March 2016 |
| Vol. No. |
Vol. 26 No. 1 |
| DOI |
|
| Page |
80~108 |
| Title |
Customers’ view of agility: The expectation-confirmation theory perspective |
| Author |
Maura Atapattu, Darshana Sedera, T. Ravichandran, Varun Grover |
| Keyword |
Agility, Mobile Apps, Expectation Confirmation Theory, Customer Satisfaction, Competitive Advantage |
| Abstract |
Contemporary organizations strive for customer agility through the deployment of digital technologies on cus-tomer-focused operations to build enduring customer relationships, with mobile apps being one of its prominent examples. Drawing on prior agility and ECT literature, this study proposes a model to examine customers’ view of a firm’s customer agility. Our empirical test of conceptual model from data collected in a field study from 128 customers demonstrated that the conceptual model offers good explanation for customers’ view of a firm’s customer agility through relationships among customer expectations–customer perceived firm’s re-sponsiveness-satisfaction. Data were analyzed using PLS, polynomial modeling, and response surface method-ology to examine the relationships between customers’ digital interactions with the firm, influence of digitized interactions on customer expectations, customers’ evaluation of firm’s responsiveness, and subsequent customer satisfaction. |
