Effects of IT assimilation on customer performance: considering the role of customer agility and data-driven culture

Purpose Although information technology (IT) can significantly affect firm performance, the influence of IT assimilation on customer performance remains unclear. Drawing on the dynamic capabilities theory, this study aims to unveil the influence of IT assimilation on customer performance by elaborating on the role of customer agility and data-driven culture. Design/methodology/approach To examine the proposed hypotheses, a hierarchical regression analysis was conducted using questionnaire survey data collected from 290 firms in China. Findings The results revealed that customer-sensing and customer-responding capability mediated the relationship between IT assimilation and customer performance. Further, the effects of IT assimilation on customer-sensing and customer-responding capability were strengthened by a data-driven culture. Originality/value This study contributes to customer performance literature by unveiling customer agility as the underlying mechanism between IT assimilation and customer performance. By scrutinizing the moderating effect of data-driven culture, this study also deepens the existing understanding of the conditional values of IT assimilation in enhancing customer agility.