Publication:
Customer agility and firm performance in the tourism industry

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Date
2020
Authors
Vu Minh Ngo
Hieu Minh Vu
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Publisher
Research Projects
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Abstract
The growing importance of agility in any business process is universally accepted and extensively investigated in diff erent disciplines. However, lacking empirical pieces of evidence for the suggested theoretical framework of agility hinders its application in the practices. Th us, this study attempts to address this issue by empirically testing a framework of customer agility’s antecedents and consequences using the tourism industry context. Th e framework is tested on data collected from 231 Small and Medium Enterprises (SMEs) in the tourism industry in Vietnam and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). Findings suggest that not all attributes of customer agility exert positive impacts on the fi rm’s performance and human factors are posited as the most important antecedents for organizational agility. A number of practical implications are also suggested from the research fi ndings.
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Keywords
"customer agility, customer orientation, fi rms’ performance, knowledge management, IT capabilities, tourism industry, Vietnam"
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