Comparing the diffusion of online service recovery in small and large organisations

Neale, Larry, Murphy, Jamie, & Scharl, Arno (2006) Comparing the diffusion of online service recovery in small and large organisations. Journal of Marketing Communications, 12(3), pp. 165-181.

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A key concern organisations face is how to incorporate Internet tools into their marketing communications mix. Where and how should companies invest their human, technological and financial resources? This paper explores a subset of this problem, online complaining and electronic customer service. It applies diffusion of innovation as a theoretical framework to investigate organisational implementation of email technology and explain the outcome of annual customer service surveys in 2001, 2002 and 2003. The results add to the small body of research on electronic service recovery by extending diffusion of innovations to email service recovery and underscoring the importance of adoption phases, particularly for SMEs. Larger companies provide more channels for submitting complaints, which represents an early phase of adoption. There was little difference in how large and small companies respond to online complaints, a later phase of adoption.

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6 citations in Scopus
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ID Code: 26221
Item Type: Journal Article
Refereed: Yes
Keywords: Electronic customer service, SMEs, service recovery, electronic mail, diffusion of innovations
DOI: 10.1080/13527260600719790
ISSN: 1466-4445
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2006 Taylor & Francis
Deposited On: 08 Jul 2009 23:37
Last Modified: 29 Feb 2012 13:43

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