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Matching Service Delivery to Market Requirements. Edition No. 1
VDM Publishing House, Sep 2008, Pages: 48
The growth of electronic commerce has forced firms
to rethink how they deliver a service to their
customers. Not only is the face-to-face human
interaction lost, but the concept of neighborhood
services has given way to business unconstrained by
geographic boundaries. For services, the service
delivery process would seem to be markedly altered
by the lack of human interaction and geographic
boundaries. This forces companies wishing to sell
services in an electronic environment to reexamine
the key elements of their service process and the
relationships between service process and market
requirements. Nowhere is the effect of electronic
commerce more evident than in the banking industry.
This study investigated relationships among company
factors, process selection and business performance
for service delivery via electronic commerce, using
online banking as an example of a nearly pure
service delivered electronically. The results
indicate that cost savings motivation and likelihood
of technology adoption are important predictors of
process selection. Additionally, process selection
is an important predictor of business performance.
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