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E Service New Directions in Theory and Practice 1st Edition by Roland T Rust, P K Kannan ISBN 0765608073 9780765608079

  • SKU: BELL-2138312
E Service New Directions in Theory and Practice 1st Edition by Roland T Rust, P K Kannan ISBN 0765608073 9780765608079
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E Service New Directions in Theory and Practice 1st Edition by Roland T Rust, P K Kannan ISBN 0765608073 9780765608079 instant download after payment.

Publisher: M E Sharpe Inc
File Extension: PDF
File size: 3.26 MB
Pages: 350
Author: Roland T. Rust, P. K. Kannan
ISBN: 0765608065
Language: English
Year: 2002

Product desciption

E Service New Directions in Theory and Practice 1st Edition by Roland T Rust, P K Kannan ISBN 0765608073 9780765608079 by Roland T. Rust, P. K. Kannan 0765608065 instant download after payment.

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ISBN 10: 0765608073 
ISBN 13: 9780765608079
Author: Roland T Rust, P K Kannan

The advent of the era of "e-Service," the provision of services over electronic networks like the internet, is one of the dominant business themes of the new millennium. It reflects the fundamental shift in the economy from goods to services and the explosive expansion of information technology. This book provides a collection of different perspectives on e-Service and a unified framework to understand it, even as the business community grapples with the concept. It features contributions from key researchers and practitioners from both the private and public sectors, as well leading scholars from the fields of marketing, information systems, and computer science. They focus on three key areas: the customer-technology interface; e-Service business opportunities and strategies; and public sector e-Service opportunities. The insights they offer will be equally useful to students, scholars, and practitioners.

E Service New Directions in Theory and Practice 1st Table of contents:

1 The Era of e-Service
e-Service—The Concept
Transformation to e-Service
Transformation of the Physical Product
Creation of Service Intermediaries
Creation of New Markets
Impact of Technology
Impact of Customer Expectations
Opportunities and Challenges
Personalization and Customization
Privacy and Security Risk Management
e-Government and Digital Divide
Self-Service Technologies
Customer Loyalty
Experience Engineering
e-Markets and Procurement Services
Connectivity Services, ASPs, and Online Media
e-Service Measurement
Multichannel Service Strategies
Conclusions
References
Part I The Customer-Technology Interface``
2 Techno-Ready Marketing of e-Services Customer Beliefs About Technology and the Implications for Marketing e-Services
Why e-Services Succeed
How Customers Buy Technology
Technology Readiness
The Facets of Technology Readiness
A Technology Segmentation
Techno-Ready Marketing
Definition of Techno-Ready Marketing
Strategies for Acquiring Customers
Technology Evangelism
Designing Services to Be Future-Ready
Proving Benefits
Strategies for Satisfying and Retaining Customers
Customer-Focused Design
Responsive Customer Care
Reassuring Communication
Notes
References
3 Self-Service Technologies
Introduction
Self-Service Technologies
Customer Satisfaction and Dissatisfaction with SSTs
Previous Research
Critical SST Encounters Research
Themes Underlying Dissatisfying SST Encounters
Themes Underlying Satisfying SST Encounters
Research Conclusions
Customer Adoption of SSTs
Previous Research
Research on SST Trial
Research Conclusions
Discussion
Managerial Implications for e-Service
Does the SST Work and Work Reliably?
If the SST Fails, Is There a Service-Recovery Plan in Place?
Do the Customers Understand Their Role and Know What to Do?
Does the Customer Have the Ability to Use the SST?
Are Customers Rewarded for Using the SST?
Future Research
References
4 Robots and Gunslingers Measuring Customer Satisfaction on the Internet
Introduction
e-Service and the Internet
Robots and Gunslingers
e-Business: A New Interactive Dynamic
Servicing the e-Customer
The Psychology of the e-Service Experience
Courting the Customer
The Role of Expectations
Pre-Visit Expectations
The Avenue of Discovery
Customer Loyalty
The Evolution of the Customer Relationship
Early Stage Users—“First-Timers”
Repeat Visitors—“Midtermers”
Mature Users—The Loyal Customer
What Constitutes Loyalty?
The Customer-Centered Culture
The Customer Is Always Right, Right?
Measuring Customer Satisfaction
Why Measure Customer Satisfaction?
Survey Development and Data Collection
Privacy Issues
What Data to Collect
Survey Design
Measuring the Internet Experience
Basic Framework of e-Customer Interaction
Critical Metrics
Site Navigation
Content Information
Customer Service
Intention to Revisit/Repurchase
The Lifetime Value of the Customer
Likelihood of Recommending
Types of Data Collection
Survey Links
The E-mail Invitation Survey
“Pop-up” Intervention Survey
Alternate Methods of Data Collection
Collecting Data
Use Your Customers Whenever Possible
Capturing and Addressing Complaints
Frequency of Data Collection
The Evolution of Customer Satisfaction Tools
Excelling at Customer Satisfaction
Notes
References
5 “In Web We Trust” Establishing Strategic Trust Among Online Customers
Introduction
Experiment
Introduction and Hypothesis
Variables
Independent Variables
Dependent Variables
Subjects
Materials
Procedures and Problems
Results
Questionnaire Results
Discussion
Conclusions
Impact for Practitioners
Suggestions for Future Research
Appendx
Notes
References
6 e-Service Environment Impacts of Web Interface Characteristics on Consumers' Online Shopping Behavior
Introduction
Research on Information Presentation from the Information System Literature
The Effects of Graphics Versus Tables
Role of Task on the Effectiveness of Information Presentation Formats
Individual Differences and Information Presentation Effectiveness
Implications for Web Interface Research
Research on Display of Product Information from the Marketing Literature
Findings on Information Format
Implications for Web Interface Design
Findings from the Design of Advertisements
Color
Size
Position
Implications for e-Service Environment
Research on Web Interface Design from the e-Commerce Literature
Future Research on Web Interface Design
References
Part II Business Opportunities and Strategies``
7 Smart Versus Dumb Service Strategies A Framework for e-Business Intensity
Introduction
Smart Service Strategies
e-Business Intensity
Methodology and Data
A Theoretical Framework for e-Business Intensity and ESIS
Who?
What?
When/Where/How?
Why?
Predictors of e-Business Intensity (ESIS): Key Drivers
Customer Orientation
Competitive Strategy
Organizational Structure
Product Management
Models
Hypothesized Factors That Are Not Key Drivers
Conclusion
Note
References
8 Real-Time Marketing in e-Services
Introduction
Concept of Real-Time Marketing
Real-Time Marketing in e-Services
Real-Time Marketing Vis-à-Vis Support Services
Real-Time Marketing Vis-à-Vis Service Outcomes
Real-Time Marketing of Intangible Actions
Real-Time Marketing of Tangible Actions
Overview
Future Trends
Strategic Issues in Implementation of Real-Time Marketing in e-Services
Organizational Structure
Should One Lead or Follow?
Challenges to Real-Time Marketing in e-Services
Consumer Acceptance of Technology
Privacy Issues
Future Research
References
9 A Survey of Recommendation Systems in Electronic Commerce
Introduction
Framework for Recommendation Systems
Information for Recommendation Decisions
Types of Recommendation Decisions
Classification of Recommendation Systems
Content-Based Recommendation Approach
Feature Extraction and Selection
Representation
User Profile Learning
Recommendation Generation
Summary
Collaborative Filtering Recommendation Approach
Dimension Reduction
Neighborhood Formation
Recommendation Generation
Summary
Association-Based Recommendation Approach
Item-Correlation Techniques for Recommendations
Association Rule Techniques for Recommendations
Summary
Demographics-Based Recommendation Approach
Process of Demographics-Based Recommendation Approach
Summary
Conclusions
Notes
References
10 The Wireless Rules for e-Service Critical Issues for Managers and Researchers
The Wireless Rules for e-Service: Critical Issues for Managers and Researchers
What Is Wireless e-Service and Why Do Firms Need to Worry About It?
Understanding the Value of Wireless Solutions: A Framework
Accessibility
Alerting and Averting
Updating
Prioritizing the Opportunities in Wireless
Critical Issues and Challenges in Wireless e-Service and the Customer–Firm Relationship
Wireless e-Service and the Customer Relationship over Time
Customer Information Management
Customer Service: The “Killer App”
Metrics for the New Wireless e-Service
Measurement and Metrics
Interaction
Accessibility
Opting
Stickiness
Profitability
Customer Equity: A Strategic Tool
Challenges for Researchers
Accessibility
Alerting and Averting
Updating
Permission
Metrics
Challenges for CEOs: Are You Ready?
Notes
References
Part III Public-Sector Opportunities``
11 e-Learning Fifth-Generation Learning and Its Impact on Management Education
Introduction
Living Is Learning
Learning Versus Education
The Value of Education
The Fifth Generation of Learning: e-Learning
A Brief (and Biased) History of “Distance-Learning”
The Third Generation of Learning and the Advent of the University
The Fifth Generation: e-Learning
Traditional Universities
For-Profit Universities
Multifocus Content Complementors
Is e-Learning the Fifth Generation of Learning?
User Control
Market Forces
Increased Learning Productivity
Return on eLearning (ROeL)
ROI Versus ROL
Estimating ROeL
Valuing Human Equity
What e-Learning Can and Cannot Do
What e-Learning Cannot Do
What Works—Best Practices
Nonbusiness Applications for e-Learning
K–12
Lifelong Learning
Conclusion
References
12 The Customer-Centric Digital Department e-Service in Government
Introduction
Foundations for e-Service
Telecosmic Implications
The Customer-Centric Mindset
e-Service Qualities
The Path to Customer-Centricity
Creating a Focal Point Team
Organizing by Customer Group
Asking the Right Questions
Instituting Policies that Increase Customer Influence
From Customer-Centric to Mission-Centric
Redefining the Customer to Serve
The e-Regulator
Government to Mission (G2M)
Summary
Notes
References
13 Performance Metrics and Successful e-Government Services
Introduction
Methodology
Private-Sector e-Business Literature
Public Sector E-Service Literature
Proposed Case Studies
Approach
Proposed e-Government Service Performance Metrics and Definitions
An Overview
Integrating Mission, Objectives, and Metrics
The U.S. Mint
E-Service Financial Metrics
Cost-Effectiveness Metric
Housing and Urban Development and Veterans Administration: ITIM
Cost-Avoidance Metric
Department of Education: e-Service Cost Sharing
E-Service Technology Process Metrics
Efficiency Metrics
Internal Revenue Service: Public e-Filing
Securities and Exchange Commission: e-filing for Business
Defense Financial Accounting Service: Comparing Public- and Private-Sector Costs of IT Processes
Productivity Metrics
National Aeronautics and Space Administration: Seat Management
Department of Defense: Smart Cards
Patent and Trademark Office: Integrating Enterprise Processes
E-Service Customer Value Metrics
Value Metric
Consumer Product and Safety Commission: Value
Customer Satisfaction Metrics
University of Michigan: American Customer Satisfaction Survey
Customer Loyalty and Web Traffic Metrics
National Library of Medicine and National Institutes of Health: Integrated Content and Trusted Source of Information
Market Share Metrics
ComScore: Standard Traffic Measurement Reports
Multichannel Delivery Metric
Federal Consumer Information Center: Multiple-Channel Marketing and Delivery
Discussion and Concluding Remarks
Appendix: Performance Measurement Questionnaire
Background
References
About the Editors and Contributors

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Tags: Roland T Rust, P K Kannan, Directions, Theory

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