Effect of information technology on marketing performance of Korean service firms
International Journal of Service Industry Management
ISSN: 0956-4233
Article publication date: 1 August 1999
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
:MCB UP Ltd
Copyright © 1999, MCB UP Limited