Abstract:

This study aimed to extend the emerging stream of research on digital transformation by investigating the role of digital infrastructure and adoption on customer value orientation in SME settings.

As globalization and technological changes disrupt markets and intensifies business competition, a new understanding of how value is created and appropriated from the customer's idiosyncratic perspective has become imperative for differentiation and competitive advantage. However, the digital context for organisation-wide value orientation has been largely under-investigated, especially in SME business-to-business (B2B) services.