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Effects of information sharing on customer relationship intention

Yi‐Ming Tai (Department of Information Management, National Pingtung Institute of Commerce, Pingtung, Taiwan, Republic of China)
Chin‐Fu Ho (Department of Information Management, National Sun Yat‐Sen University, Kaohsiung, Taiwan, Republic of China)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 28 September 2010

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Abstract

Purpose

This study aims to analyze the effects of information sharing on customer relationship intention (CRI) based on the characteristics of different trading relationships.

Design/methodology/approach

This research was conducted in two phases to explore the effects of information sharing on relationship intention of different customer segments. The objective of phase one was to segment different customer groups according to two criteria: customer relationship value and customer responsiveness. The objective of phase two was to analyze the impact of information sharing on these segmented customer groups.

Findings

Data from 239 customers of a large steel supplier indicate that information sharing positively influences CRI and that the characteristics of the trading relationship moderate the effects of information sharing. These findings suggest that, while information sharing is an important means of enhancing a customer relationship, not all types of customer should be treated the same way.

Research limitations/implications

Assessment of customer intention depends on the structure of the buyer‐supplier network. Other extraneous variables such as branding, industrial position and bargaining power may influence customer attitudes towards information sharing‐induced changes.

Originality/value

This paper contributes to the understanding of the effects of different levels of information sharing on different customer clusters differentiated by trading relationship characteristics.

Keywords

Citation

Tai, Y. and Ho, C. (2010), "Effects of information sharing on customer relationship intention", Industrial Management & Data Systems, Vol. 110 No. 9, pp. 1385-1401. https://doi.org/10.1108/02635571011087446

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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