Computers in business have moved well beyond their initial role of merely automating tasks previously done by individuals. Today's information technology (IT) groups are strategic organizations within the larger company contributing to the short-term profitability and long-term viability of businesses. This research examines the role and importance of IT in the context of attracting more customers, generating more revenues, and aiding the growth of the business. At its most fundamental level, IT can help a company attract more customers simply by making it possible for the company to serve more customers through automation. Decreasing the amount of time it takes to process a transaction means that more customers can be served; in addition to accommodating more customers in the short-term, this increases customer satisfaction and leads to repeat business in the future (Sulkin, 2000, p. 46).
With the growth of the Internet, IT gives companies the ability to market to customers who previously would have been outside the company's immediate geographic area. While creating a
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