Agility: Customer's perspective

Maura Atapattu, Darshana Sedera

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearch

4 Citations (Scopus)


In competitive environments agility is emerging as an important determinant of success. Despite the widely accepted importance of agility there has been paucity in research on this construct, especially the customer's perspective of agility. Rise of digital natives together with growth of ubiquitous information systems has changed the way firms engage with their customers. Firms are finding it difficult to establish sustained loyalty hence the long term sustained advantage over competition. Hence, firms are increasingly investing substantial resources on dynamic Customer Relationship Management systems such as mobile-CRMS to better engage with customers to sense and respond quickly (Agility of the firm) to their demands. This paper investigates firm's customer agility from customer's perspective, and we propose a model to understand firm's customer agility from customer's point of view. The proposed model is derived based on previous conceptions of agility and the expectation confirmation theory (ECT). This paper reports the initial findings of this study obtained through a pilot test. The findings of the study demonstrate that customer's view point on firm's customer agility is an important determinant of achieving success through sustained competitive advantage.

Original languageEnglish
Title of host publicationPACIS 2013 Proceedings
EditorsJae-Nam Lee, Ji-Ye Mao, James Thong
PublisherPacific Asia Conference on Information Systems
Number of pages17
Publication statusPublished - 2013
Externally publishedYes
EventPacific Asia Conference on Information Systems 2013 - Jeju Island, Korea, South
Duration: 18 Jun 201322 Jun 2013
Conference number: 17th (Proceedings)


ConferencePacific Asia Conference on Information Systems 2013
Abbreviated titlePACIS 2013
Country/TerritoryKorea, South
CityJeju Island
Internet address


  • Customer agility
  • Expectation confirmation theory
  • Firm agility
  • Mobile-CRM
  • U-CRM

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