Matching intra-functional integration with inter-firm IT linkage to facilitate flexibility for customers

Abstract

Purpose This study aims to suggest a moderated mediation model addressing how internal integration interacts with information technology (IT) link with external customers to meet customer needs more efficiently and effectively. Design/methodology/approach This study tests the proposed hypotheses by using 268 data collected from manufacturing firms worldwide. Findings The results of this study reveal that internal integration plays a very important role in promoting customer satisfaction directly and indirectly by enhancing the ability to meet customers’ flexibility needs. In addition, the results show that IT link with customers strengthens this indirect influencing relationship. Originality/value By combining IT connectedness with external customers with internal capability, this study provides valuable insights into how manufacturing firms apply internal integration more effectively to enhance customer satisfaction.