Role of real-time information-sharing through SaaS: An industry 4.0 perspective

Middle-level managers’ role in business success is crucial, and the perception of middle-level managers regarding operations-related technologies is imperative. However, previous studies have not addressed middle-level managers’ perceptions of modern technologies and relative aspects such as the effects of real-time information sharing (RTIS) and software as a service (SaaS). This study analyzes middle-level managers’ perceptions regarding RTIS with customers through SaaS technology and its impact on purchase behaviors. The analysis is based on primary data collected from 207 middle-level managers from 151 small businesses operating in wholesale and retail, food and beverages, and accommodation sectors. We also develop a theoretical framework with the relational view (RV) and theory of information-sharing (ToIS). Our results from path modelling indicate that RTIS is the key determinant of customer purchase behavior (CPB). Further, the results illustrate that customer orientation mediates the correlation between RTIS and CPB. Consequently, our findings provide a deeper understanding of RTIS and CPB, rooted in RV and ToIS. We then discuss theoretical and practical implications and provide suggestions for future research.