Effect of information technology on marketing performance of Korean service firms

A study of Korean service firms found that the level of information technol ogy use is significantly related to the performance of the marketing functi on. Support was lacking only for the categories of "use of outside database " and "networking between mainframe computer and PCs." In addition, the for m of information technology use is significant in its contribution to the p erformance of the marketing function. This study supports the argument that benefits of information technology investment can be identified. Furthermo re, there is evidence of a time lag in the payoffs from information technol ogy, because the benefits of connectivity have not yet been realized.