Agility in consumer retail: sense-response alignment through the eyes of customers

Maura Atapattu, Darshana Sedera, T. Ravichandran

Research output: Contribution to journalArticleResearchpeer-review

14 Citations (Scopus)


In hyper competition, firms that are agile: sensing and responding better to customer requirements tend to be more successful and achieve supernormal profits. In spite of the widely accepted importance of customer agility, research is limited on this construct. The limited research also has predominantly focussed on the firm's perspective of agility. However, we propose that the customers are better positioned to determine how well a firm is responding to their requirements (aka a firm's customer agility). Taking the customers' stand point, we address the issue of sense and respond alignment in two perspectives-matching and mediating. Based on data collected from customers in a field study, we tested hypothesis pertaining to the two methods of alignment using polynomial regression and response surface methodology. The results provide a good explanation for the role of both forms of alignment on customer satisfaction. Implication for research and practice are discussed.

Original languageEnglish
Pages (from-to)111-132
Number of pages22
JournalAustralasian Journal of Information Systems
Issue number2
Publication statusPublished - 2014
Externally publishedYes


  • Agility
  • Agility alignment
  • Polynomial regression
  • Sense and response
  • U-CRM

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