MANAGEMENT COLLEGE PhD Data Collection Protocol OASIS 2004 Workshop: 12 th December 2004, Washington DC Rachel McCalla Research supported by: Henley Management College Research Development Fund

Double Line Page Title. Size 32 Font. MANAGEMENT COLLEGE Key: Human Artefact Technical Artefact CRM IS Implementer (Mgmt Team) CRM IS User (BSP) Service Quality Recipient (Customer) CRM IS Attribution Emotional labour Expression Tech acceptance Mediation Organisational Norms Relationship Norms Perform Norms Employee productivityCustomer Satisfaction Emotional Contagion Research Context (CRM – Customer Relationship Management Info Sys)

Double Line Page Title. Size 32 Font. MANAGEMENT COLLEGE Key: Human Artefact Technical Artefact CRM IS Implementer (Mgmt Team) CRM IS User (BSP) Service Quality Recipient (Customer) CRM IS Attribution Emotional labour Expression Tech acceptance Mediation Organisational Norms Relationship Norms Perform Norms Employee productivityCustomer Satisfaction Emotional Contagion Research Context 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

Double Line Page Title. Size 32 Font. MANAGEMENT COLLEGE 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

Double Line Page Title. Size 32 Font. MANAGEMENT COLLEGE Proposed Evaluation Framework Norms about Which Emotions Employees Ought to Display Dimensions of Employees’ Emotional Behaviour Characteristics of Employees Discretion about Displayed Emotion Rafaeli & Sutton 1989

Double Line Page Title. Size 32 Font. MANAGEMENT COLLEGE Proposed Evaluation Framework Norms about Which Emotions Employees Ought to Display Dimensions of the Employee’s Emotional Behaviour Characteristic of the Employee Basic model extended from: Rafaeli & Sutton, Covered in the original model - revised components - Contextual factors Discretion about Displayed Emotion Dimensions of the Customer’s Emotional Behaviour Characteristic of the Customer Customer service quality perceptions translated through characteristics of CRM IS (process rules & information rules)

Double Line Page Title. Size 32 Font. MANAGEMENT COLLEGE Proposed Evaluation Framework Norms about Which Emotions Employees Ought to Display Dimensions of the Employee’s Emotional Behaviour Characteristic of the Employee Basic model extended from: Rafaeli & Sutton, Covered in the original model - revised components - Contextual factors Discretion about Displayed Emotion Dimensions of the Customer’s Emotional Behaviour Characteristic of the Customer Customer service quality perceptions translated through characteristics of CRM IS (process rules & information rules)

Double Line Page Title. Size 32 Font. MANAGEMENT COLLEGE Proposed Evaluation Framework Dimensions of Employees’ Emotional Behaviour Dimensions of Customers’ Emotional Behaviour Characteristics of Customers Customer service quality perceptions Discretion about Displayed Emotion translated through characteristics of mandatory CRM IS (process rules & information rules) Discourse analysis / interviews/ obs Interviews Discourse analysis / interviews/ obs Norms about Which Emotions Employees Ought to Display Characteristic of the Employee Interviews/ documentation/ Org Artefacts/ observations

Double Line Page Title. Size 32 Font. MANAGEMENT COLLEGE Linking technology use with emotional expression employees Interaction dialogue – focus on the emotional layer 1 months interactional data 10 employees calls per employee available = interactions Majority of calls = 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

Double Line Page Title. Size 32 Font. MANAGEMENT COLLEGE 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