Leveraging digital technologies: How information quality leads to localized capabilities and customer service performance

With the growing recognition of the customer's role in service creation and delivery, there is an increased impetus on building customer-centric organizations. Digital technologies play a key role in such organizations. Prior research studying digital business strategies has largely focused on building production-side competencies and there has been little focus on customer-side digital business strategies to leverage these technologies. Pankaj Setia, professor and founding chair of the center for digital transformation at the Indian Institute of Management IIM Ahmedabad, India, Viswanath Venkatesh, and Supreet Joglekar propose a theory to understand the effectiveness of a customer-side digital business strategy focused on localized dynamics - here, a firm 's customer service units (CSUs).

The findings of the paper suggest that the impacts of information quality in capability-building are contingent on the local process characteristics. Furthermore, the authors of the paper offer implications for a firm's customer-side digital business strategy and present new areas for future examination of such strategies. In proposing their theory of the customer-side digital business strategy, the authors highlight customer orientation capability and customer response capability as two localized customer service capabilities that enhance customer service performance within CSUs of an organization.

The paper explains how digital technologies transforming firms' customer-side operations is making firms increasingly look for effective digital business strategies to harness these technologies. The paper also highlights how digital technologies are key to coordination across global operations. The study adds to the literature on glocalization by focusing on ways to leverage digital technologies to enhance localized adaptations in globalizing operations.

In proposing their theory of the customer-side digital business strategy, the authors highlight customer orientation capability and customer response capability as two localized customer service capabilities that enhance customer service performance within CSUs of an organization. Those who wish to go through the paper can do so here.