International Journal of Research Studies in Management
CollabWritive Special Issue
2025 Volume 13 Issue 1
Available Online: 22 January 2025
Author/s:
Huo, Songtao
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This study aimed to determine the synergistic relationship among electronic market orientation, customer relationship management (CRM), and IT capabilities to develop a comprehensive framework for achieving customer-centric digital transformation in high-tech companies in China. Specifically, it sought to determine E-market orientation practices in terms of customer focus, technology orientation, and processes; describe e-CRM in terms of customer orientation, customer data mining, and customer retention; assess IT capabilities in terms of IT data governance, data security, and data risk management; test the significant relationships among E-market orientation, e-CRM, and IT capabilities; and develop a framework for customer-centric digital transformation. The study employed a descriptive research design and involved 400 employees, with 100 participants from each of four major cities, representing high-tech enterprises, particularly Huawei and ZTE Corporation. Findings revealed the following: Respondents moderately agreed on E-market orientation practices, specifically in customer focus, technology orientation, and processes. They also moderately agreed on e-CRM, particularly in customer orientation, customer data mining, and customer retention; and on its IT capabilities in terms of IT data governance, data security, and data risk management. There were highly significant relationships among E-market orientation, e-CRM, and IT capabilities. Based on the findings, a framework for achieving customer-centric digital transformation in high-tech companies in China was developed.
Keywords: electronic market orientation, customer management IT capabilities, customer centric digital transformation framework
DOI: https://doi.org/10.5861/ijrsm.2025.25001
Cite this article:
Huo, S. (2025). Electronic market orientation, customer management and IT capabilities: Basis for customer centric digital transformation framework. International Journal of Research Studies in Management, 13(1), 1-10. https://doi.org/10.5861/ijrsm.2025.25001