New Service Development and Digitalization: Synergies of Personal Interaction and IT Integration

Figures & data

Table 1. Indicators and values.

Latent variable	Indicator	Loading (λ)	R^2	t value
Personal interaction	How many persons from the customer are in contact with your company, on average each year?	0.62	0.48	6.13
	How many persons from your company are in contact with the customer company, on average each year?	0.61	0.70	6.77
IT integration	To what extent has your company made adaptations to this customer concerning the use of IT?	2.62	0.62	4.09
	To what extent is the use of IT important to your company in the business with this customer?	1.44	0.51	6.39
	There are great advantages in increasing the use of IT in the relationship with this customer.	2.40	0.37	5.87
New service development	How important is your company to this customer concerning product development?	2.11	0.42	4.26
	We often engage in product development projects with this customer.	2.18	0.53	3.49

Table 2. Fit measures (N = 138).

Fit measure	Fit guideline	Model
χ^2 (p value)	p ≥.05	17.76 (0.06)
χ^2/df	p ≤ 3.0	1.77
GFI	p ≥.90	0.97
AGFI	p ≥.80	0.91
CFI	p ≥.90	0.97
TLI (NNFI)	p ≥.90	0.94
RMSEA	p ≤.08	0.075

GFI - goodness of fit index; AGFI - adjusted goodness of fi index; CFI - comparative fit index; TLI (NNFI), Tucker-Lewis coefficient; RMSEA root-mean-square error of approximation.

Table 3. The model's paths and significances (N = 138).

Paths	Estimate	t value
H1: Personal Interaction → IT integration	0.41	3.67^***
H2: IT Integration → New Service Development	0.38	2.52^**
H3: Personal Interaction → New Service Development	0.20	1.45^†

^† p <.1;

^* p <.05;

^** p <.01;

^*** p <.001.

Figure 1. Conceptual model.