Utilization of Business Technologies: Managing Relationship-Based Benefits for Buying and Supplying Firms

• Main Authors: Kim, Namwoon, Pae, Jae H, Han, Jin K., SRIVASTAVA, Rajendra Kumar
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2010
• Subjects: Technology utilization; Technological orientation; Technology attributes; Relationship-based; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/3035; https://doi.org/10.1016/j.indmarman.2008.11.004
• Institution: Singapore Management University

There is increasing evidence to suggest that organizations often fail to fully capitalize on the purchased business technologies due to their failure to utilize the new procurement throughout their corporate system. To this end, this study sets out to identify the factors that play a tangible role in facilitating the utilization of procured business technologies. In this context, we not only examine the direct effects of technology and organizational culture on utilization, but also assess the moderating effects of user environments and supplier service orientation on these direct relationships. More importantly, we focus on the impact of utilization in creating the relationship-based benefits for both the technology user and supplier. Using data on purchase and use of customer relationship management (CRM) system, we empirically validate that the user firm's corporate culture, perceived technology attributes, environmental turbulence, and the supplying firm's service orientation are critical in increasing the utilization level of business technologies, which in turn helps to create/sustain relationship-based advantages for both parties.