This paper discusses the issues in estimating the effects of marketing variables with linear models. When the variables are not directly observable, it is well known that direct regression yields biased estimates. Several researchers have recently suggested reverse regression as an alternative...

This research addresses the following questions: Do information technology (IT) investments have an effect on customer satisfaction? What are the causal mechanisms that mediate the effect of IT systems on customer satisfaction? Does the effect of IT on customer satisfaction differ across...