A longitudinal examination of internet‐based customer service system usage in small companies
Abstract
Purpose
New internet technologies are not always readily accepted by target users – especially by small companies. More effective identification of target market characteristics and requirements associated with the adoption and ongoing usage of internet‐based service systems (NCSSs) is therefore needed. Drawing on adoption theory, this research aims to assess pre‐launch survey, legacy and longitudinal data to evaluate factors that encourage small companies to use NCSSs.
Design/methodology/approach
The roll out and ongoing usage of a new NCSS are tracked within a single channel of dental offices over a 185‐week period. Logistic and multiple regression analyses are utilized to examine the influences of system attributes, attributes of the target user group, supplier promotional activity and system completeness on ongoing usage.
Findings
Pre‐launch survey data is an ineffective predictor of ongoing small company NCSS usage. The best predictors are indicators of organizational readiness and organizational resources drawn from the supplier firm's legacy database. Synergistic coordination of promotional activities and new system features generate the largest number of ongoing users.
Research limitations/implications
Findings are not generalizable to the population of small service provider firms because the sample consisted purely of regional dental offices.
Practical implications
Pre‐launch promotional efforts should concentrate on capturing specific attributes from supplier firm legacy databases that more accurately predict ongoing customer usage.
Originality/value
As far as can be determined, this study is the first reported longitudinal examination of NCSS usage across an entire customer base. The examination of pre‐launch and legacy data as predictors of ongoing usage and the assessment of ongoing usage rather than intention to adopt or try out a technological innovation extends the adoption literature and responds to calls for research that improves current understanding of the determinants of e‐business acceptance and usage across organizations.
Keywords
Citation
Palmer, D.W., Ellinger, A.E., Allaway, A. and D'Souza, G. (2012), "A longitudinal examination of internet‐based customer service system usage in small companies", Journal of Business & Industrial Marketing, Vol. 27 No. 1, pp. 29-40. https://doi.org/10.1108/08858621211188948
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited