Journal of Information Technology

Document Type

Research Article


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.