“…This study focuses on digitization and automation. Customers' smart factory investments refer to customer investments in Industry 4.0 technologies, both hardware and software, to improve business transactions, information processing capacity, production efficiency, automation in processes, and abilities to monitor/control the service and product value chain (Youssef et al, 2012;Intalar and Jeenanunta, 2019;Berawi, 2020). According to an important role of customer pressure in the supply chain, the effect of a customer's smart factory investment is defined as the pressure exerted by the customer in influencing his/her suppliers to invest in and adopt technologies related to Industry 4.0/a smart factory.…”