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Effect of information technology on marketing performance of Korean service firms

Jeonpyo Noh (Yonsei University, Korea and)
James A. Fitzsimmons (The University of Texas at Austin, USA)

International Journal of Service Industry Management

ISSN: 0956-4233

Article publication date: 1 August 1999

9294

Abstract

A study of Korean service firms found that the level of information technology use is significantly related to the performance of the marketing function. Support was lacking only for the categories of “use of outside database” and “networking between mainframe computer and PCs.” In addition, the form of information technology use is significant in its contribution to the performance of the marketing function. This study supports the argument that benefits of information technology investment can be identified. Furthermore, there is evidence of a time lag in the payoffs from information technology, because the benefits of connectivity have not yet been realized.

Keywords

Citation

Noh, J. and Fitzsimmons, J.A. (1999), "Effect of information technology on marketing performance of Korean service firms", International Journal of Service Industry Management, Vol. 10 No. 3, pp. 307-321. https://doi.org/10.1108/09564239910276908

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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