Dissertation Proposal

USE OF INFORMATION SYSTEMS IN CONSUMER EXPERIENCE MANAGEMENT

Paulo Francisco

Master in Information Systems Management

University of Salford

Salford, United Kingdom

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Table of Contents
1 – Introduction......................................................................................................................3
2 - Aims and Objectives of the Study.......................................................................................5
3 - Literature Review...............................................................................................................6
4 – Methodology.....................................................................................................................7
5 – Limitations......................................................................................................................11
6 - Ethical Consideration......................................................................................................12
8 – References.......................................................................................................................13

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Use of Information Systems in Consumer Experience Management

1 – Introduction

The term customer experience refers to the totality of the interactions a customer has had

with a provider of goods or services over the course of their relationship with that provider,

including awareness, interaction, attraction, purchase, use, and advocacy. It can also mean a

unique experience rather than a single transaction; the difference is typically obvious in context

(Palmer, 2010). Organisations are actively seeking an effective information technology (IT)

strategy and apps to capitalise on these technologies as information systems are revolutionising

their customer-side operations. Consumer service performance has become crucial for corporate

entities' survival and growth due to the rapid speed of innovation, shorter lifespans of products

cycles, different customer needs, and increased internationalisation of enterprises (Setia et al.,

2013).

Information systems has long been employed in many facets of company, particularly at

the front end of operations, which is essential for generating income and fostering business

expansion. The usage of information systems has attracted significant attention from

practitioners and persistent curiosity from researchers (Naim, Arshi, 2021).

Customers and staff are both important participants in customer operations, which are at

the forefront of the commercial process. For the front line of business processes, this paper

focuses on customer engagement and one of the subsets, sales force automation. These aspects

are directly related to the market and financial performance of institutions and have attracted a

lot of attention from researchers and practitioners (Gurbaxani and Whang, 1991). It is crucial to

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consider the interactions between the four factors: the utilisation of information systems,

employees’ satisfaction with those systems, employee service standards, and customer service

standards.

Therefore, the dissertation will review and analyse papers authored by researchers,

original research data published in peer-reviewed journals, conference papers, and preliminary

reports as source of primary research to address the following questions:

RQ 1: What is the current role of information systems in Consumer Experience Management?

RQ 2: To what degree the use of information systems for Consumer Experience Management is

effective? (based on CEM indicators)

RQ 3: What are the future trends observed in CEM regarding information systems?

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2 - Aims and Objectives of the Study

There has been a significant amount of research on how information systems are used in

large organisations, but very few writers have discussed how these systems affect midlevel and

level management. This study will examine the shortcomings and constraints of management

information systems, which will aid in understanding why their implementation has been

unsuccessful. Furthermore, this study will shed light on the ways that companies at various levels

can enhance the way they use this crucial management tool by demonstrating how inefficient

utilisation of information technologies can influence the decision-making process (Gurbaxani

and Whang, 1991).

Information delivery, processing, and storage are all handled by an information system. It

aids in resolving issues related to their mission. More than ever, the phrase ‘information

technology’ is recognised and covers a wide range of computing and technological topics.

Information technology involves the secure conversion, storing, processing, transmission, and

retrieval of information using electronic devices and computer software. The lives of companies

are greatly impacted by information technology. Because they are so important to modern firms,

managers cannot overlook information systems. Business organisations are changing as a result

of information systems, which are also helping to generate more value-added systems within

enterprises. Businesses can utilise complex, extensive databases that can hold any imaginable

company-related data by implementing information systems (Beleț et al., 2017). The study’s

goals and objectives are as follows:

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• To investigate information systems’ current function in managing the customer

experience

• To establish the effectiveness of using information technologies for customer experience

management

• To determine the information systems-related future trends seen in consumer experience

management.

3 - Literature Review

The effects of Information Systems (IS) on persons, organisations, tactics, structures,

productivity, and job design, and individual tasks have all been considered, in research on the

effects of information systems on performance (Saeed and Abdinnour-Helm, 2008). While some

of these studies claim that information and performance are positively correlated, others claim

the opposite. There is no agreement among practitioners or scholars, on how to most effectively

gauge the effect of information systems in organisations, even though organisational executives

routinely rank the evaluation of information systems as a top concern.

Although the research highlighted the broad scope of how information systems affect

people, their findings regarding the effects of information systems and how it affects people’s

performance are often contradictory and ambiguous (Saeed and Abdinnour-Helm, 2008). They

showed that on average, data sources are linked to improved performance, while there is a

significant variety of information systems amongst enterprises and fields. Additionally, most of

the research has concentrated on identifying factors that influence computer adoption, which

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may not be sufficient to assess how different information systems applications affect user

performance and the interaction between a data system and its users.

4 – Methodology

The study examines the use of information systems in consumer experience management

and the best way to comprehend the function of information systems in this field. Information

systems for managing the client experience are efficient and on the cutting edge. Information

systems used by departments of companies that provide consumer experience management are

the focus of explanatory study. Thus, the study needs a qualitative strategy to fulfil its goals.

The research will employ a qualitative and imperative technique to assess the information

systems within consumer experience management. It is also considered as part of the study the

information system deficiencies in consumer experience management. Additionally, it will be

included a glossary of specific key terms.

The qualitative aspect of the study is justified by the need to understand imperceptible

phenomena using only quantitative analysis techniques. In this logic, more than producing

inferences about the data, it is possible to reveal epistemic meanings embedded in them

(JOHNSON; ONWUEGBUZIE, 2004). Qualitative data will be understood as textual excerpts

from the abstracts, being compared to each other and then analyzed based on the proposed

thematic analysis.

Procedure

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The study’s methodology choice was also influenced by the review of the materials. To

guarantee that the responses are provided simultaneously, the survey forms will be sent to the

participants all at once. In addition to emailing, in-person and online interviews shall also be

undertaken while data is being gathered. Before anyone is subjected to interviews or surveys, the

participants will all be given consent papers to sign, indicating that they are willing to take part

in the study.

When gathering data, the researcher will use a variety of techniques, that may include

interviews, questionnaires, and observations. The qualitative methodology improves a flexible

research approach, and provide rich descriptions of complex use of information systems,

providing a unique light on events and experiences faced by different stakeholders.

Data Collection

The collection of research data is a process of gathering information to prove a problem raised.

For this, investigation techniques are developed. Research is usually the first step in starting data

collection.

The proposed quantitative research will take into account the number, accounting for the

impetuosity and periodicity of the data, without having deeper or personal contact with the

answers.

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Proposed Research data collection instruments

The main function of grouping data is to express the direction in which the research should

follow. This collection will be done in several ways, among which we can mention:

Observation

Observing is a technique used for numerous purposes. Through observation, we can visualize

and dispute the facts with eventual clarity. Observation, as a data collection instrument, will be

done through the observers, responsible for making the necessary considerations during data

collection.

The gathering of information can be done in two ways: with participant observation or with non-

participant observation. The difference between them is that, in the first case, the observer will

make his considerations in relation to the subject addressed in the collection. In the second case,

it will not interfere with data collection and acts only as an analyst.

Interview

Another efficient tool intended to be used for research data collection is the collection by

interview, a procedure that is based on the dialogue between the researcher and the interviewee.

In order to carry out this method, it is necessary to the idealization and formulation of questions.

The interview may undergo variations during the process, since the conversation, even if based

on a script, can lead the researcher to develop other questions impromptu.

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Questionnaires

The way this research tool will be developed is similar to the interview, with focus on the general

theme of the research – in addition to the way it can applied, which can be done either in person

or via the internet.

Questionnaires can be made up of open questions (which generally generate more discussion),

closed (which are more direct) or mixed (when there are open and closed questions).

Analysis of materials or documents

This procedure deals will deal with existing content, whether the material for analysis is

available in books, articles, photos, documents or archived reports.

From them, it is possible to compare the difference between data from different periods or to

verify similarity of information over time, always aiming at curating as much data as possible.

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5 – Limitations

Throughout the research investigation, there is an expectation of limitations that hinder

the work, as for example the fact that there are few existing research investigations, or that

during the interviews, there may be limited access to the data. Another sine qua non condition of

the qualitative research, based on second-hand experience may inevitably lead to inaccurate

survey responses from participants.

Qualitative research has limitations regarding veracity and precision of the information

collected. In addition, the analysis can be very subjective in as a result of the researcher's

interpretation.

The methodology to be adopted presents inherent difficulties related to the data collection

and processing. First, it is important to clarify that, because it is a qualitative research, one

should not try to generalize the results, considering that the present study is limited to the

specific case of the actors that participate in the research.

Regarding the data obtained, there is an anticipation that they may present a certain

fragility, due largely to the limited knowledge accumulated up to the present about case studies

related to the topic of this research.

Another limitation in the application of the chosen method resides in the collection of

numerical data (secondary data) regarding the reality of the customer management experience

because, in some cases, its reliability, updating and control can lead to a high number of

unconfirmable assumptions.

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In an attempt to minimize the impacts of these limitations, we plan to use multiple

sources, like independent institutes, government consumer agencies and websites of foundations

specializing in research on the subject.

6 - Ethical Consideration

When conducting scientific study, researchers must abide by a number of ethical

guidelines. These criteria have been applied in this study by first obtaining the consent of the

participants who are questioned and the consent to record. The participants should also be

notified of their right not to respond to questions if they feel uncomfortable doing so.

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8 – References

Behera, R.K., Bala, P.K., Rana, N.P. and Kizgin, H., 2022. A techno-business platform to

improve customer experience following the brand crisis recovery: a B2B perspective.

Information Systems Frontiers.

Gurbaxani, V. and Whang, S., 1991. The impact of information systems on organisations and

markets. Communications of the ACM, 34(1), pp. 59-73.

Hossain, M.D., Moon, J., Yun, J.W. and Choe, Y.C., 2012. Impact of psychological traits on user

performance in information systems delivering customer service: IS management

perspective. Decision Support Systems, 54(1), pp. 270-281.

Palmer, A., 2010. Customer experience management: a critical review of an emerging idea.

Journal of Services Marketing, 24(3), pp. 196-208.

Setia, P., Setia, P., Venkatesh, V. and Joglekar, S., 2013. Leveraging digital technologies: how

information quality leads to localised capabilities and customer service performance. MIS

Quarterly, 37(2), pp. 565-590.

Saeed, K.A. and Abdinnour-Helm, S., 2008. Examining the effects of information system

characteristics and perceived usefulness on post adoption usage of information systems.

Information & Management, 45(6), pp. 376-386.

Naim, Arshi. (2021). Role of Information Systems in Customer Relationship Management.

International Journal of Intelligent Communication, Computing, and Networks. 02.

10.51735/ijiccn/001/37.

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Beleț, Teodor & Purcărea, Anca. (2017). The Evolution of Enterprise Resource Planning

Systems. International Journal of Advanced Engineering, Management and Science. 3.

1091-1095. 10.24001/ijaems.3.12.1.

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