Leveraging Digital Technologies: How Information Quality Leads to Localized Capabilities and Customer Service Performance

• Autores: Pankaj Setia, Viswanath Venkatesh, Supreet Joglekar
• Localización: MIS Quarterly, ISSN 0276-7783, ISSN-e 2162-9730, Vol. 37, Nº. 2, 2013, págs. 565-590
• Idioma: inglés
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• Dialnet Métricas: 2 Citas
• Resumen

  • 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.