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Technology Use, Emotional Expression, and Service Quality Perceptions in CRM.IS Contexts

This research investigates the interplay between technology use, emotional expression, and service quality perceptions in CRM.IS contexts. The study examines the impact of emotional labor, attribution of emotions, and acceptance of technology on employee productivity and customer satisfaction in a leading telecommunications company.

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Technology Use, Emotional Expression, and Service Quality Perceptions in CRM.IS Contexts

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  1. PhD Data Collection ProtocolOASIS 2004 Workshop:12th December 2004, Washington DCRachel McCalla(rachel.mccalla@henleymc.ac.uk) Research supported by:Henley Management College Research Development Fund

  2. Organisational Norms Relationship Norms Perform Norms Mediation Mediation Mediation Emotional labour Attribution Tech acceptance Attribution Emotional Contagion Attribution Expression Employee productivity Customer Satisfaction Research Context(CRM – Customer Relationship Management Info Sys) Key: CRM IS Implementer (Mgmt Team) Human Artefact Technical Artefact CRM IS CRM IS User (BSP) Service Quality Recipient (Customer)

  3. Organisational Norms Relationship Norms Perform Norms Mediation Mediation Mediation Emotional labour Attribution Tech acceptance Attribution Attribution Expression Research Context Key: CRM IS Implementer (Mgmt Team) Human Artefact Technical Artefact What is the interplay between technology use, emotional expression and service quality perceptions? What does this tell us about technology use in CRM IS contexts? 4 details questions - associated propositions CRM IS CRM IS User (BSP) Service Quality Recipient (Customer) Emotional Contagion Employee productivity Customer Satisfaction

  4. Field Context • Leading telecommunications company hosting the analysis • Conducting the research in their call centres • Access to staff, customers, call data, content management software data, project data (strategic and operational levels) • Interpretive approach in the field using the proposed evaluation framework

  5. Proposed Evaluation Framework Discretion about Displayed Emotion Norms about Which Emotions Employees Ought to Display Dimensions of Employees’ Emotional Behaviour Rafaeli & Sutton 1989 Characteristics of Employees

  6. Dimensions of the Customer’s Emotional Behaviour Customer service quality perceptions Proposed Evaluation Framework Discretion about Displayed Emotion • Basic model extended from: Rafaeli & Sutton, 1989 • Covered in the • original model • - revised components • - Contextual factors translated through characteristics of CRM IS (process rules & information rules) Norms about Which Emotions Employees Ought to Display Dimensions of the Employee’s Emotional Behaviour Characteristic of the Employee Characteristic of the Customer

  7. translated through characteristics of CRM IS (process rules & information rules) Dimensions of the Customer’s Emotional Behaviour Characteristic of the Customer Customer service quality perceptions Proposed Evaluation Framework Discretion about Displayed Emotion • Basic model extended from: Rafaeli & Sutton, 1989 • Covered in the • original model • - revised components • - Contextual factors Norms about Which Emotions Employees Ought to Display Dimensions of the Employee’s Emotional Behaviour Characteristic of the Employee

  8. Dimensions of Customers’ Emotional Behaviour Characteristics of Customers Customer service quality perceptions Proposed Evaluation Framework Discretion about Displayed Emotion translated through characteristics of mandatory CRM IS (process rules & information rules) Interviews/ documentation/ Org Artefacts/ observations Discourse analysis / interviews/ obs Norms about Which Emotions Employees Ought to Display Dimensions of Employees’ Emotional Behaviour Interviews Discourse analysis / interviews/ obs Characteristic of the Employee

  9. Linking technology use with emotional expression • 10-15 employees • Interaction dialogue – focus on the emotional layer • 1 months interactional data 10 employees - 30-50 calls per employee available = 300-500 interactions • Majority of calls = 2 - 7 mins duration • critical incidents of emotional expression & contagion • Emotional colour • Families of emotion – happiness, fear, sadness, anger • Tone of voice • Instrumental, emotional & navigational outcomes • Hermeneutic approach – iterating between the types of outcomes • Multimethod approach • Richness & plausibility of interpretations

  10. Anticipated Contributions • Theory level • Substantive • Theory for understanding (Gregor 2002) the in-practice use of technology in the service context and its implications for emotional dynamics and perceptions of service quality • Possible implications for theory of design (Gregor 2002) • Methodological • Approach for linking instrumental, emotional and navigational layers - getting closer to the ‘IS Artefact’ (Klein & Myers 1997, Rafaeli 2004) • Practitioner level • Alignment of IS with employees – humanistic approach • May assist in planning exercises - Design & Impl

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