Abstract
ABSTRACT While customer agility has gained increasing attention in management research, its effects on consumer performance remain unclear, particularly within the tourism industry. This study investigates the relationships between customer agility, technology orientation, and customer performance in the tourism context. Using structural equation modeling (SEM) to analyze survey data from 429 tourism managers in the Chinese market, the findings indicate that technology orientation positively influences both customer agility and customer performance. Moreover, customer agility directly enhances customer performance and mediates the relationship between technology orientation and customer performance. Firm size also moderates the link between customer agility and customer performance. This study contributes to the literature on customer agility in tourism and offers practical insights for tourism managers, emphasizing organizational dynamic capabilities.
Published Version
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