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 and Martin Meyer

Technological Forecasting and Social Change, 2021, vol. 167, issue C

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.

Keywords: Real-time information sharing; Emerging markets; Customer orientation and purchase and repurchase behavior; Service industry and industry 4.0 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:167:y:2021:i:c:s0040162521001165

DOI: 10.1016/j.techfore.2021.120684

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