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The Impact of Use of Information Technology on the Relation between Customer Orientation and Firm Performance

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  • Fekhta Zouaoui
  • Asma Ferchichi

Abstract

The purpose of this research is to study the effect of customer orientation on the firm performance through a specific innovation process, which is the adoption of information technology. The validation of the scale measure of customer orientation, “CUSTOR scale†, was conducted in the Tunisian context. A structural equation analysis led us to identify a direct and positive link between customer orientation and performance. Furthermore, it was demonstrated that the use of information technology isn’t a mediator between customer orientation and firm performance. Showing that the degree of the firm’s customer orientation is measured through its continuous improvement of process and products, the degree of customer orientation of its employees and finally the flexibility of its internal organizational system to the customer needs, the CUSTOR scale showed a low convergent validity which makes it perfectible.

Suggested Citation

  • Fekhta Zouaoui & Asma Ferchichi, 2015. "The Impact of Use of Information Technology on the Relation between Customer Orientation and Firm Performance," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 6(12), pages 554-563.
    • Handle: RePEc:rss:jnljms:v6i12p1
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