Journal
MIS QUARTERLY
Volume 37, Issue 2, Pages 565-U311Publisher
SOC INFORM MANAGE-MIS RES CENT
DOI: 10.25300/MISQ/2013/37.2.11
Keywords
Customer service; capabilities; information quality; process; customer response; customer orientation; business value of IT
Funding
- Walton College Global Engagement Office at the University of Arkansas
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With the growing recognition of the customer's role in service creation and delivery, there is an increased impetus on building customer-centric organizations. Digital technologies play a key role in such organizations. Prior research studying digital business strategies has largely focused on building production-side competencies and there has been little focus on customer-side digital business strategies to leverage these technologies. We propose a theory to understand the effectiveness of a customer-side digital business strategy focused on localized dynamics-here, a firm's customer service units (CSUs). Specifically, we use a capabilities perspective to propose digital design as an antecedent to two customer service capabilities-namely, customer orientation capability and customer response capability-across a firm's CSUs. These two capabilities will help a firm to locally sense and respond to customer needs, respectively. Information quality from the digital design of the CSU is proposed as the antecedent to the two capabilities. Proposed capability-building dynamics are tested using data collected from multiple respondents across 170 branches of a large bank. Findings suggest that the impacts of information quality in capability-building are contingent on the local process characteristics. We offer implications for a firm's customer-side digital business strategy and present new areas for future examination of such strategies.
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