The effect of customer agility  on Performance of software companies in Iran

Manijeh Haghighinasab; Samiyeh Khosravi; Hajar Amirzadeh Asle Ghasabeh

Manijeh Haghighinasab Alzahra University, Tehran, Iran
Samiyeh Khosravi Faculty of Electrical and Computer Engineering, University of Birjand, Birjand, Iran
Hajar Amirzadeh Asle Ghasabeh Alzahra University

Keywords: Customer-driven agility, Customer sensing capability, Customer responding capability, Alignment.

Abstract

Agility consists of two distinctive capabilities of customer sensing and customer responding. As alignment of the two capabilities is greatly important, the present research tried to determine the effect the capabilities’ alignment on business performance and to investigate the effect of responding as moderator variable. This is a descriptive study conducted through a correlation-survey method. Research statistical population included software companies. Research sample included 77 first- and second-ranked software companies in Iran. Research data were collected through questionnaires and were analyzed using regression and correlation tests. Relying on the data collected from software firms directors, research hypotheses were examined in term of alignment. Findings showed that both capabilities significantly influence business performance. If the two capabilities are alignment, business performance would be the best comparing in alignment capabilities.

Downloads

Download data is not yet available.

Author Biographies

Manijeh Haghighinasab, Alzahra University, Tehran, Iran

Associate Professor in Marketing, Alzahra University, Tehran, Iran

Samiyeh Khosravi, Faculty of Electrical and Computer Engineering, University of Birjand, Birjand, Iran

Faculty of Electrical and Computer Engineering, University of Birjand, Birjand, Iran

Hajar Amirzadeh Asle Ghasabeh, Alzahra University

Master of Business Administration, Alzahra University

References

Blome, C., Schoenherr, T., & Rexhausen. D. (2013). Antecedents and enablers of supply chain agility and its effect on performance: dynamic capabilities perspective. International Journal of Production Research, 51 (4):1295-318.

Chen, Y., Wang, Y., Nevo, S., Jin, J., Wang, L., & Chow, W.S. (2014). IT capability and organizational performance: the roles of business process agility and environmental factors, European Journal of Information Systems, 23 (3) 326–342.

Holsapple Clyde, W. (2007). Understanding organizational agility: A work-design perspective. International Journal of Production Economics, 15 (2), pp. 120–131.

Jayachandran, S. Hewett, K. & Kaufman. P. (2004). Customer response capability in a sense-and-respond era: the role of customer knowledge process, Journal of the Academy of Marketing Science, 32 (3), pp. 219–233.

Kumar, A. & Motwani, J. (1995). A methodology for assessing time-based competitive advantage of manufacturing firms. International Journal of Operations and Production Management, 15 (2), pp. 36–53.

Overby et al., (2006), Enterprise agility and the enabling role of information technology. European Journal of Information Systems, 15 (2), pp. 120–131

Roberts, N. & Grover, V. (2012). Investigating firm's customer agility and business performance: The importance of aligning sense and respond capabilities, Journal of Business Research, Volume 65, Issue 5, May 2012, Pages 579-585.

Setia et al. (2008). Realizing business value of agile IT applications: antecedents in the supply chain networks. Information technology management, 9 (1), pp. 5–19.

Sharifi, H. & Zhang, Z. (1999). Methodology for achieving agility in manufacturing organization: An introduction. International Journal of Production Economics, 62, pp. 7–22.

Tseng, Yi-Hong., & Lin. Ching-Torng. (2011). Enhancing enterprise agility by deploying agile drivers, capabilities and providers. Department of Information Management, Da-Yeh University, Chang-Hua, Taiwan.

Yusuf, Y.Y., Sarhadi, M., & Gunasekaran, A. (1999). Agile manufacturing: The drivers, concepts and attributes, International Journal of Production Economics, 62 pp. 33–43.