Customer Service and Information Technology

Authors

Christine T. Domegan, Marketing Department, University College, Galway, Ireland
Bill Donaldson, Marketing Department, University of Strathclyde, Glasgow, Scotland

Document Type

Research Article

Abstract

Many companies are cultivating Customer Service (CS), through the use of Information Technology (IT), as a valuable asset to achieve strategic superiority over competition. This paper, based on research across three European countries, assesses how leading or pioneering companies are utilising IT, as an enabling tool in CS, for competitive purposes. It is clear from the findings that while IT is being used in marketing and CS, such application of IT is still in its infancy. It is equally clear that there is great potential for using IT in marketing and CS, at both operational and strategic levels. Organisations that fail to recognize the strategic value of IT in marketing and CS run the risk of being at a considerable disadvantage.

DOI

10.1177/026839629200700403

Recommended Citation

Domegan, Christine T. and Donaldson, Bill (1992) "Customer Service and Information Technology," Journal of Information Technology: Vol. 7: Iss. 4, Article 3.
DOI: 10.1177/026839629200700403
Available at: https://aisel.aisnet.org/jit/vol7/iss4/3