“A Research Program of IT Usage Behaviors” by Dr. Po-An JJ Hsieh
Dr. J.J. Po-An Hsieh
Computer Information Systems Department
Georgia State University
In this talk, I ( Dr. Hsieh) will briefly discuss my research program that centers on effective IT usage behaviors. Combining various research methodologies (e.g. experiment, survey, archival data, econometrics, psychophysiological tools, visual analytics, etc.), the program consists of accumulative studies that are multi-disciplinary in nature. Next I will present an ongoing study on the impacts of customer service (CS) employees’ post-adoptive use of customer relationship management (CRM) systems on customers in face-to-face and virtual channels. In particular, to attain customer satisfaction, service firms invest significant resources to implement CRM systems to support of internal CS employees who provide service to external customers in both face-to-face and virtual channels. How CS employees apply sophisticated CRM systems to interact with customers bears important implications. We approach this issue by investigating the concept of infusion use, defined as CS employees’ assessment of the extent to which they use a CRM system to its fullest potential to support their work in the CRM-enabled service interaction context. We first formulate a baseline model that explains the direct and indirect mechanisms through which CS employees’ infusion use of CRM systems affects customers’ satisfaction. We further theorize why these two mechanisms exert differential influence in face-to-face and virtual channels. We test the model by collecting multi-wave data from CS employees, customers, and firm archives of a global Fortune 100 telecom service firm. Our findings show that achieving CRM-enabled service success requires the consideration of multiple stakeholders and how their interdependent success can be promoted through infusion use in the post-adoptive stage.