Can IT Investment Improve Customer Satisfaction? -Based on R Language

Abstract

Based on the contingency theory, this paper uses the panel data of 41 A-share listed companies in China from 2016 to 2019 to convert the product-level data from C-CSI database into enterprise-level data, and then extracts the listed companies involved by using fixed effect model and random effect model respectively. This paper analyzes the impact of information technology investment on customer satisfaction, tests the moderating effect of environmental turbulence and marketing intensity, and carries out a robustness analysis to ensure the reliability of the research results. The results show that: (1) IT investment has a positive impact on customer satisfaction. (2) Environmental turbulence negatively moderates the relationship between the two, but IT investment still positively affects customer satisfaction. (3) Marketing intensity positively adjusts the negative adjustment relationship between IT and CS caused by environmental turbulence. In short, increasing marketing intensity under the condition of environmental turbulence can alleviate the new negative adjustment caused by environmental turbulence. The conclusion of the study provides some experience for enterprises to make IT investment decisions under the current global situation.