Utilization of business technologies: Managing relationship-based benefits for buying and supplying firms

There is increasing evidence to suggest that organizations often fail to fully capitalize on the purchased business technologies due to then failure to utilize the new procurement throughout then corporate system To this end, this study sets out to identify the factors that play a tangible role in facilitating the utilization of procured business technologies In this context, we not only examine the direct effects of technology and organizational culture on utilization. but also assess the moderating effects of user environments and supplier service orientation on these direct relationships Mole importantly, we focus on the impact of utilization in cleating the relationship-based benefits for both the technology user and supplier Using data on pun chase and use of customer relationship management (CRM) system, we empirically validate that the user firm's corporate culture, perceived technology attributes. environmental turbulence, and the supplying firm's service orientation ale critical in increasing the utilization level of business technologies, which in turn helps to create/sustain relationship-based advantages for both parties (C) 2008 Elsevier Inc All rights reserved