Influence of information technology and marketing capabilities in achieving superior customer performance: evidence from Taiwan

Abstract

This study investigates the direct, mediation, and interacting effects of externally and internally focused information technology (IT) capabilities and outside-in and inside-out marketing capabilities on customer performance. The relationships are tested using survey data collected from firms in Taiwan. The structural equation modelling (SEM) results show that apart from directly affecting customer performance, externally focused IT and outside-in marketing capabilities indirectly affect customer performance through internally focused IT and inside-out marketing capabilities, respectively. Moreover, the interaction effect of externally focused IT and outside-in marketing capabilities has a significant influence on customer performance, implying that these two capabilities act as complementary resources for a firm.