Sally Rao

Improving customer relationship management through database/Internet marketing

Firms have only just begun to use the Internet to obtain customer information in their database marketing processes to enhance customer relationship management. This research uses an action research approach to develop a new framework about how they can do this. The action research project was carried out in a large Australian database company because no other sources of empirical information about the topic were available and it could provide rich findings about an under‐researched, practical area. Results showed that integration of the Internet and database marketing enhances the effectiveness of customer relationship management practices. For example, the Internet offers benefits such as increased consumer data collection accuracy and speed, cost savings, greater interaction and better relationships with customers. This research also identifies that organizational culture, top management support and collaboration between marketing and IT teams need to be in place to provide a supportive environment that is critical for the success of the integration.

Drivers and Inhibitors to XBRL adoption: A Qualitative Approach to Build a Theory in Under-Researched Areas

The eXtensible business reporting language is an XML-based standard, which has the potential to significantly improve the efficiency and effectiveness of intra- and inter-organizational information supply chain. In this article, we present the case for using convergent interviews as an appropriate and efficient method for modelling factors impacting the adoption of emerging and under-researched innovations, such as XBRL. Using this method, we identify environmental, organizational and innovation-related factors as they apply to XBRL adoption and diffusion. Contentious factors, such as the role of government organizations, XBRL education and training, and the readiness of XBRL as an innovation and its supporting software solutions is examined in more detail. Further, practical adoptions strategies and their implications are also discussed.

Young Australians' perceptions of mobile phone content and information services:an analysis of the motivations behind usage

Purpose – This paper aims to understand the motivational factors that influence the purchase of mobile phone content among young Australians.Design/methodology/approach – An interpretive qualitative analysis of focus group data is used to explore the topic. Focus group participants were strategically selected from a larger sample to be representative on a broad range of demographic variables.Findings – There is considerable negativity associated with spending money on mobile content owing to the following factors: The mobile phone is perceived primarily as a communication tool. Money spent on the mobile phone for uses not related to communication is often perceived as wasted. The mobile phone is seen as an inferior channel for entertainment and information when compared to television, magazines, and the internet. Consumers are wary of deceptive advertising practices for mobile content. Many consumers are able to access “free” content.Research limitations/implications – Future research should focus on comp...

Building inter-firm relationships online: perspectives from the Australian internet banking industry

The internets impact on inter-firm relationships has received little attention in the academic literature. This research develops a conceptual framework about relationship constructs in an internet environment. Data collected from 215 financial controllers/managers who use internet banking service at an organisational level, are used to investigate the hypothesised relationships between variables. Partial support for the model is provided. Results showed that effective internet use may enhance exchange relationships mainly through improved communication. Indeed, desirable relationship outcomes are indirectly associated with the higher levels of trading efficiency facilitated by business-to-business (B2B) internet use. The findings of this research add to the body of marketing knowledge and provide guidelines for bank managers seeking to use the internet more effectively in managing their relationships with corporate customers.

Building a theoretical framework for e-service export performance

Advancements in Information and Communications Technology (ICT) in general, and the internet, in particular, are having a major impact on service marketing. The global marketplace has been increasingly integrated and exporting has emerged as the most popular expansion strategy for international firms. In this context, e-services have emerged as a profitable and competitive industry attracting considerable attention. However, literature has not reached a consensus on how to best categorise e-services and surprisingly, the performance of e-service providers has not been investigated in an exporting context. This study attempts to fill these gaps by proposing a categorisation scheme for e-services and suggesting a conceptual framework about the performance of e-service exporters.