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

control, to identifying accountability for and effectively resolving problems. Consequently,
manufacturers now usually take the initiative to conduct pre-planning and establish
mechanisms such as product traceability systems and returns. By shifting from a passive
to an active mindset, manufacturers can establish a comprehensive problem response

mechanism that can deepen customer relationships over the long term.

3.4 Comprehensive Value Evaluation

Comprehensive value evaluation integrates individual customer input and market
information to comprehensively evaluate resource allocation as well as to learn
applications, gain insights into decision-making, and further emphasize the long-term value
of organizational learning. Because the value of customer input is based on the transaction
process, it is easy to overlook customers who, while currently unprofitable, have growth

potential. The cases interviewed in this study stress the importance of comprehensive
value judgment. In addition to evaluating the degree to which goals were achieved, the
cases also emphasize the importance of insights and innovative learning effectiveness.

They tend to combine market information, judge customers’ intangible attributes (e.g.,
growth potential and development) from multiple perspectives, and evaluate differences
in the influence of attributes on short-term and long-term performances, which provides a
reference for making decisions and strategic adjustments.

4. Conclusions

This research expands and extends the theoretical perspectives on interactive

orientation and intelligent agent technologies in the literature (Ramani and Kumar,
2008; Kumar et al., 2016; Kumar and Ramachandran, 2021) and fills several gaps in the
research. First, from the perspective of contingency, this study identifies and proposes that
companies in unique industry situations should be more proactive, comprehensive, and
flexible in adjusting supplier-customer communications to keep abreast of rapid changes

in information technology in response to market uncertainty and increase organizational
efficiency. Second, in view of the development and application of intelligent agent
technologies, the results provide an opportunity to add value to customer responses
(Kumar et al., 2016). Finally, this study integrates interactive orientation and four concepts

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