The impact of e-IT on performance in service industry of Pakistan; mediating role of market coverage

Abstract

Abstract on this study mentions investigation on relationship of resources the retailers manage to cover up the market. Two resources have been taken under consideration for which the study has been made and these two resources are e-IT competence and the other one is e-service agility which are both deeply connected with each other. Looking at the study, it is understood that the e-service agility is directly related with the coverage of the market and that the retailers who are small in scale but having better competence have wider coverage of the market which indicates that they have much more chances of achieving performance using the e-channels. Though the research is showing that the retailers having wide coverage of the market might not also have more sales in comparison. Advice must be considered that the retailers must practice efficient use of resources in low cost operations to achieve the desired performance with the efficient and effective use of resources which will surely give back high performance and increase coverage of the market. Covering up a hugh market always requires efficient use of resources and agility through the right set of competence in terms of owning those skills to compete but it is observed that expected performance may not be achieved which is due to not having enough skills and tools to operate online. It is always understood from the studies that operators of the small scale online retailers must have a set of plans in efficient use of scarce resources so that the online commerce channel is used in the right way to receive benefits as expected. The study is one of its kind as it is the very first to indicate relationship among the resources and its coverage of the market by retailers small in scale compared to others. It requires multiple studies for research as to how to operate retailing on internet and the capital formation needed which is greatly aided by marketing techniques , efficient operations and fast smooth flow of information.