Information antecedents of personalisation and customisation in business-to-business service markets
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Debra Zahay is an assistant professor and the CADMEF Professor of Interactive Marketing at Northern Illinois University in DeKalb, Illinois. Her research focuses on how firms can facilitate relationships with their customers. She is currently working on projects relating to customer information systems, overall customer data quality and improving response rates from personalisation. She has published in the Journal of Interactive Marketing, Interactive Marketing and several conference proceedings. She holds her undergraduate degree from Washington University in St. Louis, her Master of Management from Northwestern University in Evanston, Illinois, her Juris Doctor from Loyola University in Chicago and her Doctor of Philosophy from the University of Illinois.
Abbie Griffin is Professor of Business Administration at the University of Illinois, Urbana-Champaign College of Commerce, where she teaches MBA core marketing, new product development and business-to-business marketing. She is also the editor of the Journal of Product Innovation Management, the leading academic journal in the areas of product and technology development and a director of Navistar. Professor Griffin’s research investigates means for measuring and improving the process of new product development.
Abstract Interactive marketing (IM) is an organisationally-held process that uses customer information to customise products and to personalise marketing communications and offers to create relevant dialogues with customers. The ‘engine’ behind IM is the development and management of a customer database as an organisational capability. This paper uses the extant literature relating to the learning organisation, marketing and information technology, supplemented by field interviews with marketing executives, to develop and operationalise constructs for the IM processes of personalisation and customisation and their customer information management antecedents. The paper develops measures for each construct, tests the validity of these measures statistically and empirically examines the association between these variables. Results indicate that amassing customer ‘touchpoint’ information is not associated with personalisation and customisation. Customisation activity is associated with the collection of sales force information, personalisation capability with overall data quality, marketing information and the ability to disseminate information throughout the firm.
Debra Zahay Assistant Professor, CADMEF Professor of Interactive Marketing, College of Business, Northern Illinois University, DeKalb, Illinois 60015, USA. Tel: ⫹815 753 1714; e-mail: [email protected]
INTRODUCTION The conceptualisation of marketing is moving from the notion of a one-time exchange to longer-term relationships through ongoing interactions, interactions frequently facilitated by new marketing
䉷 Henry Stewart Publications 1479-182X (2003)
Vol. 10, 3, 255–271
technologies such as customer databases.1–3 Interactive marketing (IM) is formally defined as6 1) the ability to address a
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