Leveraging Technology Characteristics to Enhance Firm Customer Response Capability

Muhammad Imran Shah Qureshi; Muhammad  Arshad

doi:10.62019/yhnv1z35

Authors

Muhammad Imran Shah Qureshi Lahore Business School, University of Lahore, Pakistan.
Dr. Muhammad Arshad Lahore Business School, University of Lahore, Pakistan.

DOI:

https://doi.org/10.62019/yhnv1z35

Abstract

The purpose of this study is to investigate the impact of Technology Characteristics namely, reconfigurability and customization on Firm Customer Response Capability (CRC). A study conducted among the selected service sector organizations in Pakistan including Higher Education Institutions (HEIs) and Banking/ insurance companies investigates the relationship between technology characteristics and customer response capability. Drawing on data collected from 275 respondents in higher education and 283 from the banking sector, separate regression analyses were conducted to assess the relationship between technology characteristics and CRC. The findings show a strong positive relationship between technology characteristics and customer response capability. The study employed descriptive statistics, correlation analyses, and regression modeling, executed through SPSS, to examine the relationships among variables. The results underscore the critical role of technology characteristics in enhancing CRC in the service sector of Pakistan. Besides contributing to the theoretical literature on the relationship between technology characteristics and customer response capability, the results suggest service sector organizations to implement reconfigurable and customizable technologies which allow employees to tailor the system according to their workflows and specific task needs, leading to improved customer response capability. The findings of current study emphasize the tremendous and unexplored research potential at the intersection of information systems and other study disciplines, such as marketing and management. The findings offer practical implications for managers seeking to develop CRC of the firm by leveraging technology. Future studies could apply this framework across different organizational contexts and adopt diverse sampling approaches to strengthen the generalizability of the results.

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