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Conceptual Framework and Applications of Intelligent Interactive Orientation: Evidence from the Electronics
Industry in Taiwan

create unique customer value (Kumar and Reinartz, 2012). This results in an implicit
phenomenon from interactive orientation to intelligent interactive orientation, as shown in
Figure 1.

Figure 1 Conceptual Model

3. The Essence of Intelligent Interactive Orientation

The fundamental purpose of intelligent interactive orientation is to induce macro
thinking within the organization to allow it to actively, efficiently, and effectively deal
with customers and to allow its customers to experience the process and participate
in decision-making to create superior value and benefits. IIO emphasizes that flexibly

applying intelligent agent technologies can enable enterprises to better adapt to dynamic
environments, conduct effective interactions, and provide customers with appropriate
services that take into account the interests of both parties. IIO covers the four concepts of
preference customization, customer contingency empowerment, proactive response, and

comprehensive value evaluation.

3.1 Preference Customization
Preference customization applies intelligent information technology to acquire,

analyze, and then convert market and customer information into consensus concepts or
systems to quickly respond to customer-specific needs.

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