The Impacts of Computer Systems on Perceptions of Customer Service and Marketing Effectiveness

摘要

A model linking antecedents of computer use to impacts on marketing effectiveness through customer service is empirically examined. The data were collected using a questionnaire distributed nationally (i.e., USA) to business executives. The analysis uses structural equation modeling. The results indicate that the antecedents of training to use the computer system, the users' previous computer experience, and the ease of system use have meaningful, positive impacts on perceptions of computer impact on customer service. Similarly, computer impact on customer service is shown to have significant, positive impacts on customer service, which in turn has meaningful impacts on marketing effectiveness.