It in customer service. A 'scalogram' model for the adoption of information technology

This paper presents the adoption of information technology in Customer Service and its verification through the application of an adapted Guttman scale.

IT IN CUSTOMER SERVICE. A 'SCALOGRAM' MODEL FOR THE ADOPTION OF INFORMATION TECHNOLOGY

Christine Domegan University College, Ireland

INTRODUCTION

One of the key contributors to future marketing success, for large and small firms alike, will be the exploitation of information technology (IT). Information technology facilitates the use and management of information. Through its use, firms are presently re-engineering the way in which they conduct their business and market their products and services. Marketing functions (for example, stock handling, sales ordering and logistics, market research and product planning) lend themselves easily to automation and information technology (Martell, 1989). Many marketing...

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