Information and communication technology in retailing: A cross-industry comparison

Information technology (IT) may represent a source of competitive advantage for businesses in general and for retailers in particular. However, there is debate in the literature over the usefulness of investing in technology. This paper aims at analyzing the relationship between consumers’ perception on the use of information and communication technology by the retailer and consumer satisfaction with retailer technologies. Results support the need to restrict the investment in IT to what is strictly necessary, although there are significant differences according to retailer activity.