Cultural aspects of multi-channel customer management: A UK case study

Channel management is one CRM systems component much influenced by the behaviour of customers in relation to its implementation and use. The consumers’ behaviours, preferences, perceptions and expectations are crucial for the implementation and use of channel management. Customers’ contact with the organization’s multi-channels can occur at several touch points throughout the customer lifecycle. Customers’ behaviours may be differentiated according to the individual or micro level, but it might also differ at an ecological or macro level of analysis (Ramaseshan et al., 2006). In this paper the authors have conducted a case study in the UK to analyze customers’ behaviours at a macro level and customers channel choices, through out the customer lifecycle. The authors have used a Structurational Analysis model (Ali and Brooks, 2008) to identify the cultural factors (Ali, et al. 2008a) that influence multi-channel customer management in the UK

Cultural aspects of multi-channel customer management: A case study in Italy

Channel management is one of CRM systems component much influenced by the behaviour of customers in relation to its implementation and use. The consumers’ behaviours, preferences, perceptions and expectations are crucial for the implementation and use of channel management. Customers’ contact with the organization’s multi-channels can occur at several touch points throughout the customer lifecycle. Customers’ behaviours may be differentiated according to the individual or micro level, but it might also differ at an ecological or macro level of analysis (Ramaseshan et al., 2006). In this paper the author has conducted a case study in a multinational organization in Italy to analyze customers’ behaviours at a macro level and customers channel choices, through out the customer lifecycle. The author has used a content analysis technique to define the themes of the case study and then used the Structurational Analysis model by Ali and Brooks, (2008) to identify the cultural values dimensions (Ali, et al. 2008a) that influence multi-channel customer management in Italy. The research findings highlight the cultural dimensions, which should be considered while adopting multi-channel customer strategy. Also, the research findings encourage the articulation of situated cultural approach to study cultural impact within IS discipline as alternative approach than predefined culture archetype

A situated cultural approach for cross-cultural studies in IS

Cultural anthropology seeks to understand the similarities and differences among groups of people in the contemporary world. Although there are many different models of national culture, most IS research has tended to rely almost solely on Hofstede’s cultural model (Keil et al., 2000; Straub, 1994; Tan et al., 1995; Watson et al., 1994; Myers and Tan, 2002; Kirkman et al. 2006).). This paper, provides a comprehensive framework of situated culture approach to study culture within IS discipline. This is achieved via an articulation of Structuration Theory and the provision of an approach to study cross-cultural phenomena within IS discipline. The paper proposes two main components of the Structuration Theory based analysis model which is proposed as a way to study culture within IS discipline. First, the paper presents ideas behind the practice lens for studying the use of technology, as proposed by Orlikowski (2000). Secondly, the paper presents a Structurational analysis approach as detailed by Walsham (2002). The paper argues that using a practice lens contributes to identifying the mediated shared structures between actors through understanding the actions of the actors within the phenomena. Then, using a Structurational analysis approach contributes to identifying the cultural dimensions that are embedded in the identified mediated shared structures

Situated cultural approach versu predefined cultural archetypes models

Within the last 20 years, the practical relevance of researching cultural issues, and especially comparing phenomena across cultures, was questioned (Ferraro, 1990). However, the importance of cultural issues is becoming increasingly evident in many applied disciplines; these include the management of information technology (IT) (Davison and Martinsons, 2003). A normative literature review has been carried out in this paper to provide IS researchers with the milestones of studying culture in IS discipline. Although there are many different models of national culture, most IS research has tended to rely almost solely on Hofstede’s cultural model (Keil et al., 2000; Straub, 1994; Tan et al., 1995; Watson et al., 1994; Myers and Tan, 2002; Kirkman et al. 2006).). In this paper, the author provides a criticism of predefined cultural archetypes models and highlight the problems of using such approach in studying culture within IS discipline. The author demonstrates a comprehensive framework of situated culture approach to study culture within IS discipline, as alternative approach to avoid the criticism of predefined cultural archetypes models. This is achieved via an articulation of Structuration Theory. The author argues that using a practice lens for studying the use of technology by Orlikowski (2000), contributes to identifying the mediated shared structures between actors through understanding the actions of the actors within IS phenomena. Then, using a Structurational analysis approach by Walsham (2002) contributes to identifying the cultural dimensions that are embedded in the identified mediated shared structures

Cultual Aspects of Multi-Channel Customer Management: A UK Case Study

Channel management is one CRM systems component much influenced by the behaviour of customers in relation to its implementation and use. The consumers’ behaviours, preferences, perceptions and expectations are crucial for the implementation and use of channel management. Customers’ contact with the organization’s multi-channels can occur at several touch points throughout the customer lifecycle. Customers’ behaviours may be differentiated according to the individual or micro level, but it might also differ at an ecological or macro level of analysis (Ramaseshan et al., 2006). In this paper the authors have conducted a case study in the UK to analyze customers’ behaviours at a macro level and customers channel choices, through out the customer lifecycle. The authors have used a Structurational Analysis model (Ali and Brooks, 2008) to identify the cultural factors (Ali, et al. 2008a) that influence multi-channel customer management in the UK

Towards a Process Model of Media Usage in Global Virtual Teams

In the networked world of today, global virtual teams (GVT) are becoming a common form of work structure. The geographic dispersion in GVT has led to members\u27 high reliance on electronic communication media for collaboration and task performance. With advancements in ICT, the range of media to choose from has increased considerably. This complicates the process of selection and usage of media to serve different communication needs in GVT. Therefore we are motivated to investigate how GVT members perform the process of media selection and usage. This is achieved through an in-depth case study of three GVT. We conducted template coding of the teams\u27 communications logs and lessons learnt papers, followed by cognitive mapping to derive the GVT media usage process model. The model can provide a basis for further empirical validation and deriving practical implications for GVT management

The social construction of the software operation: Reinforcing effects in metrics programs

In a large software company in Denmark, much effort was expended capturing metrics about the company’s software operation. The purpose of the metrics program was to change and improve the software operation. Writing software can be understood as a socially constructed practice, which can be analyzed using structuration theory. This structurational analysis showed that the company’s software operation followed an easily recognizable and widely understood pattern. The software operation was organized in terms of development projects leading to applications that then needed maintenance, and displayed a heavy focus on project development work and hitting the project deadline. Study of the metrics program (and the computer software underpinning it) revealed that the familiar pattern was also inscribed into the metrics software, heavily influencing the company’s metrics practice. Rather than challenge the underlying social practice of the software operation, the metrics program reinforced it by adopting the same underlying values. Our conclusion is that, under these circumstances, metrics programs are unlikely to result in radical changes to the software operation, and are best suited to small, incremental improvements

Confessions of an IS consultant, or, the limitations of structuration theory

This is the author accepted manuscript. The final version is available from the publisher via the link in this recordThis paper argues that the ‘structurational tradition’ within interpretive information systems has revealed some useful aspects of the organizational implementation and use of ICT, but that usually this has been achieved at the expense of an intuitively convincing account of human motivation. Although Giddens’ ‘dimensions of the duality of structure’ is an important aspect of his thought, many IS studies have tended to focus almost exclusively on this model, in isolation from the broader canvas of his ideas. It is argued that such an approach offers an unbalanced and incomplete view of social interaction, which reflects neither organizational realities, nor Giddens’ wider theoretical position. In response, the paper resituates the structurational model within the broader context of Giddens’ work, offering researchers a practical framework with which to further sensitise their analyses to actors’ more biographical motivations. The explanatory power of this framework is illustrated with reference to the author’s own biographical experience as an IS consultant working for a major systems integrator in the early 1990s

Investigating the situated culture of multi-channel customer management:A case study in Egypt

This paper investigates the influence of national culture on customers' behavior and customers' choice of channel through the customer life cycle stages. An exploratory in-depth single case study in a multinational organization in Egypt was conducted. Specifically, 31 in-depth interviews were conducted with members of staff in marketing, IT, retail and customer services departments, and external prospects/customers. Based on an interpretive approach, the authors have articulated a situated cultural approach based on structuration theory to identify the cultural dimensions that have provided an understanding of the cultural influence on customers' channel choice. The results highlighted that verbal, human interaction, traditional shopping, and cash based were the themes for customers' channel choice through the four stages of customer life cycle. The results also show that the customers' channel choices were linked to the following Egyptian cultural dimensions: collectivism, market price relationship, emotional, power distance, low trust, uncertainty avoidance, and universalism