Task 5

Running head: Application of IT Technology for customer communication 1
APPLICATION OF IT TECHNOLOGY FOR CUSTOMER COMMUNICATION

Application of IT Technology for customer communication 2
CONTENTS
ABSTRACT .................................................................................................................................... 5
1.0 CHAPTER 1: INTRODUCTION ........................................................................................ 6
1.1 Background of the Thesis ................................................................................................. 6
1.2 Research Statement .......................................................................................................... 9
1.3 Objectives ......................................................................................................................... 9
1.4 Questions .......................................................................................................................... 9
1.5 Definition of Terms............................................................................................................. 10
1.6 Outline................................................................................................................................. 11
2.0 CHAPTER 2: LITERATURE REVIEW ........................................................................... 12
2.1 Introduction .................................................................................................................... 12
2.2 Marketing ....................................................................................................................... 12
2.3 Customer relationship management ............................................................................... 13
2.4 Impact of technology on organizational management ................................................... 16
2.5 Improved organization ................................................................................................... 18
2.6 Improving productivity .................................................................................................. 19
2.7 Reduced cost of management ......................................................................................... 22
2.8 Improved security........................................................................................................... 24
2.9 Increased collaboration between organizations.............................................................. 24
2.10 Impact of information technology on organizational culture ..................................... 25

2.11 Impact on employees .................................................................................................. 27
2.12 Impact on advertisement experience and contact with customers .............................. 29
2.13 Effects of poor communication .................................................................................. 30
3.0 CHAPTER 3: METHODOLOGY ..................................................................................... 32
3.1 Introduction .................................................................................................................... 32
3.2 Data Collection ............................................................................................................... 33
3.3 Data Analysis ................................................................................................................. 36
3.4 Summary ........................................................................................................................ 36
4.0 CHAPTER 4: FINDINGS AND DISCUSSIONS ............................................................. 37
4.1 General information ....................................................................................................... 37
World Wide Web ...................................................................................................................... 38
4.2 Effect of technology use on an organization and management ...................................... 40
4.3 Internet skills .................................................................................................................. 44
4.4 Impact of the Internet on the development and maintenance of teamwork structures in
organizations ............................................................................................................................. 45
4.5 Impact of the internet on personal life ........................................................................... 49
4.6 Summary ........................................................................................................................ 54
5.0 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS ....................................... 55
5.1 Conclusion...................................................................................................................... 55
5.2 Recommendations .......................................................................................................... 58

REFERENCES ............................................................................................................................. 60
ABSTRACT
The business world has experienced numerous changes majorly driven by technological
improvements. The purpose of this study was to develop a new method of relaying information
to customers. The study strives to achieve this objective through the use of questionnaires which
were administered to a population of 393 individuals. The questionnaire consisted of 15
questions which were focused on determining the impacts of information technology on various
aspects of the work environment. The study has revealed that the use of various information
technology tools is critical for the improvement of communication with the customers. In
essence not only does this result in the betterment of working conditions for the employees but
also the overall quality of services provided to the customers. The study has a direct impact on
the approach used by organizations in meeting the needs of their customers.

1.0 CHAPTER 1: INTRODUCTION
1.1 Background of the Thesis
The reliance on technology has increased significantly over the recent past, driven
majorly by improved technological inventions and the reduced costs of related devices. In
particular communications in the contemporary society are implemented through various
platforms such as emails, faxes, Mobile phones, texting services, video conferences, video chat
rooms, and social media channels1. As shown by Goodman-Deane, Mieczakowski, Johnson,
Goldhaber, and Clarkson, (2016) the advent of mobile phones and the internet has made it
possible for people to communicate and subsequently revolutionizing communication entirely2.
The other technological inventions which have revolutionized the business environment from the
perspective of Cascio, and Montealegre, (2016) include the likes of machine learning and big
data, mobile and cloud computing, drones and advanced robotics as well as clean energy
technologies. From the author’s perspective, the combination of the above-highlighted
technologies has accelerated the movement towards a new type of industrial revolution3. In light
of these developments, savvy leaders have come to the realization that they have to incorporate
such technologies in their operations or they might end up being rendered obsolete4. Further, it is
worth noting that the last technological revolution was concerned with the improvement of social
1
Hargreaves, I., Roth, D., Karim, M. R., Nayebi, M., & Ruhe, G. (2018). Effective customer relationship
management at atb financial: A case study on industry-academia collaboration in data analytics. In Highlighting the
Importance of Big Data Management and Analysis for Various Applications (pp. 45-59). Springer, Cham.
2
Goodman-Deane, J., Mieczakowski, A., Johnson, D., Goldhaber, T. and Clarkson, P.J., 2016. The impact of
communication technologies on life and relationship satisfaction. Computers in Human Behavior, 57, pp.219-229
3
Vogiatzi, M., 2015. The use of ICT technologies enhances employees’ performance in the Greek hotel industry.
International Journal of Economics, Finance and Management Sciences, 3(1), pp.43-56.
4
Cascio, W.F. and Montealegre, R., 2016. How technology is changing work and organizations. Annual Review of
Organizational Psychology and Organizational Behavior, 3, pp.349-375.
interactions5. According to Cascio and Montealegre, (2016), the next form of technological
revolution will be focused on improving the interaction of various devices and components.
Customer relationship management has also emerged to be an integral component for
organizations6. In particular organizations and businesses, in general, have come to the
realization that meeting the needs of the customers is one of the best ways through which they
can improve their competitive advantage7. According to studies, the concept of customer
relationship management was invented in the 1980s and its critical adoption took place in the
1990s8. In essence, the concept of customer relationship management (CRM) has had different
definitions, some including the use of technology while others have excluded technology in its
definition. In particular relationship, marketing is directly focused on the maintenance of a close
relationship with the customers while at the same time developing bonds which can last and
subsequently enhancing the value of the customers9. In particular this approach gives the
organizations an opportunity to learn more from their customer while at the same time improving
the value provided to the customers10. Essentially customer relationships in this case enables the
firms to better understand their customers and subsequently developing betters services and
goods which meet their needs11.
5
Navimipour, N. J., & Soltani, Z. (2016). The impact of cost, technology acceptance and employees' satisfaction on
the effectiveness of the electronic customer relationship management systems. Computers in Human Behavior, 55,
1052-1066.
6
Taylor, J., Roberts, J., Oram, C., Gupta, A., Itani, M., Baroudi, S., & Smith, R. (2015). U.S. Patent No. 8,972,876.
Washington, DC: U.S. Patent and Trademark Office.
7
Amuna, Y. M. A., Al Shobaki, M. J., Naser, S. S. A., & Badwan, J. J. (2017). Understanding Critical Variables for
Customer Relationship Management in Higher Education Institution from Employees Perspective.
8
Nyadzayo, M.W. and Khajehzadeh, S., 2016. The antecedents of customer loyalty: A moderated mediation model
of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30,
pp.262-270.
9
Tseng, S. M. (2016). Knowledge management capability, customer relationship management, and service quality.
Journal of enterprise information management, 29(2), 202-221.
10
García-Peñalvo, F. J. (Ed.). (2018). Global Implications of Emerging Technology Trends. IGI Global.
11
Nyadzayo, M.W. and Khajehzadeh, S., 2016. The antecedents of customer loyalty: A moderated mediation model
pp.262-270.
Several forces have been the major drivers behind the need to develop a close
relationship with the customers12. According to Ristovska and Ristovska, (2014) globalization,
for instance, has significantly heightened the competition between firms hence making it
necessary that firms find certain distinguishing factors which can give them a competitive
advantage13. In addition to that, the increase in firms operating on a global platform has
significantly improved the choices given to the consumers14. In this case, the customers have the
advantage of choosing from the numerous firms which operate on the global platform15. In
response to such factors, therefore, the firms have had to develop measures for improving the
loyalty of its customers and ensuring that they retain their market share16.
In essence information technology has become the primary infrastructure for the
actualization of modern computing (Winarsky, 2016). In as much as there is no single
universally accepted definition of IT, the term overall points out to the various devices, as well as
networking components such as systems and applications which allow individuals to interact
across the world17. In this case, IT can be seen to be a reference to anything that is concerned
with computing technology with the notable examples of such being, hardware, software, the
internet as well as the people involved in the use of such technologies18.
12
Pelling, M., O’Brien, K., & Matyas, D. (2015). Adaptation and transformation. Climatic Change, 133(1), 113-127.
13
Romero, D., & Vernadat, F. (2016). Enterprise information systems state of the art: Past, present and future
trends. Computers in Industry, 79, 3-13.
14
Bueno, G., Fernández-Carrobles, M. M., Deniz, O., & García-Rojo, M. (2016). New trends of emerging
technologies in digital pathology. Pathobiology, 83(2-3), 61-69.
15
Dodgson, M. (2018). Technological collaboration in industry: strategy, policy and internationalization in
innovation. Routledge.
16
Ristovska, K. and Ristovska, A., 2014. The impact of globalization on the business. Economic analysis, 47(3-4),
pp.83-89.
17
Tidd, J., & Bessant, J. R. (2018). Managing innovation: integrating technological, market and organizational
change. John Wiley & Sons.
18
Saebi, T., Lien, L., & Foss, N. J. (2017). What drives business model adaptation? The impact of opportunities,
threats and strategic orientation. Long range planning, 50(5), 567-581.
1.2 Research Statement
In order to provide excellent and effective customer care and at a minimal cost, a business
enterprise needs communication procedures that are quick, reliable, efficient, and accurate. In
addition, the procedures should be to the convenience of the customer19. Right now, many
businesses’ main tools of communications are still the outdated technological equipment and
paperwork (Yeggoni, 2015).Most of the time these methods fail to make clear communication
and on time20. This can be costly to both the business firm and the customer due to poor
networking systems and information circulation within a firm. If business firms continue to use
these old methods, they will not only be wasting time and money, which jeopardizes their overall
efficiency and earning potential21. Also, undue frustrations could lead customers to choose
another seller with more advanced communication strategies. Continuing with this current
rotation system prevents consistency and productivity in a firm.
1.3 Objectives
The main objective of this study is the developing of a new method of relaying information to
the customers this is to build the business. The objective will be achieved through the
development of systems which enable proper communication with the customers.
1.4 Questions
1. What is the technology leadership behaviour of the management in terms of business ethics
standards?
19
Xiang, Z., Wang, D., O’Leary, J. T., & Fesenmaier, D. R. (2015). Adapting to the internet: trends in travelers’ use
of the web for trip planning. Journal of Travel Research, 54(4), 511-527.
20
Snow, C. C., Fjeldstad, Ø. D., & Langer, A. M. (2017). Designing the digital organization. Journal of organization
Design, 6(1), 7.
21
Kammerlander, N., & Ganter, M. (2015). An attention‐based view of family firm adaptation to discontinuous
technological change: Exploring the role of family CEOs' noneconomic goals. Journal of Product Innovation
Management, 32(3), 361-383.
2. What is the link to the utilization of technology for instruction, organization, and
communication with technology leadership behaviour?
3. What immediate influence on products can be felt after revamping the sector of information
technology for customer communication?
4. What are some of the steps to be taken in realizing better inflow and outflow of information
within and outside the firm?
5. What are the criteria for building proper communication structures between customers and the
producers or the vice versa?
6. What are some of the causes of poor communication network within a firm and what are the
effects thereof?
1.5 Definition of Terms
1 Marketing- refers to the process of developing relationship with the customers as well as
satisfying their requirements22.
2 Productivity- is defined as efficiency in the process of production23
3 Information technology – the use of computers in the storage, retrieval as well as sending
information24
4 Customer communication- establishing communication with the customers25
5 Technology leadership- the process of developing and implementing technology projects26
22
Waheed, A., Yang, J., Ahmed, Z., Rafique, K., & Ashfaq, M. (2017). Is marketing limited to promotional
activities? The concept of marketing: A concise review of the literatur. Asian Development Policy Review, 5(1), 56-
69.
23
Murphy, G.C., Kersten, M., Elves, R. and Bryan, N., 2019. Enabling Productive Software Development by
Improving Information Flow. In Rethinking Productivity in Software Engineering (pp. 281-292). Apress, Berkeley,
CA.
24
Mithas, S. and Rust, R.T., 2016. How Information Technology Strategy And Investments Influence Firm
Performance: Conjecture And Empirical Evidence1. Mis Quarterly, 40(1).
25
communication technologies on life and relationship satisfaction. Computers in Human Behaviour, 57, pp.219-229.
1.6 Outline
The first section presents an introduction and background of the study. In addition to that the
section discusses the objectives and the research questions. The first chapter entails a critical
evaluation of literature materials allied to information technology and marketing. The second
chapter presents the methodology and data collection approaches which was used in the study.
The third chapter provides a discussion of the results and findings from the study. The discussion
is made with the assistance of tables and charts and a link to the data in the first chapter of the
study. The fourth chapter on the other hand contains a conclusion and recommendations.
26
Delaney, R. and D'Agostino, R., 2015. The Challenges of Integrating New Technology into an Organization. The
Challenges of Integrating New Technology into an Organization.
2.0 CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
This chapter delves into the evaluation of the various literature pertaining to the application of
information technology on customer communication could improve the flow of goods and
services in the market chain. Improving the productivity level of a company or a business
empire.
2.2 Marketing
Marketing refers to the process of managing exchange relationships. Waheed, Yang, Ahmed,
Rafique, and Ashfaq, (2017) define marketing as a combination of a wide array of activities
which are focused on delivering information pertaining to products and services provided by an
organization as a means of creating awareness. By extension marketing management is
concerned with the exchange of information between the marketers and the customers with an
intention of building a relationship with them27.
According to Hunt, (2018) marketing has five concepts which include production, product,
selling, and marketing as well as social marketing concepts. The production concept in this case
is based on the assumption that the customers desire products which are not only affordable but
also accessible. This perception of marketing as such motivates organizations to focus its
resources in the manufacturing, production as well as other efficiency issues. The product
concept on the other hand entails the quality of the product28. In essence the concept is based on
the assumption that the customers want quality products as opposed to pricing and availability.
27
Waheed, A., Yang, J., Ahmed, Z., Rafique, K., & Ashfaq, M. (2017). Is marketing limited to promotional
activities? The concept of marketing: A concise review of the literatur. Asian Development Policy Review, 5(1), 56-
69.
28
Hunt, S. D. (2018). The prospects for marketing strategy and the marketing discipline in Era V: is the prognosis
promising or problematic?. Journal of Marketing Management, 34(1-2), 86-95.
In other words the concept is based on the view that the consumption needs of the customers is
not affected by pricing or availability of the product but rather its quality29.
The selling concept is based on the perception that the customers would purchase or consume
certain products if the manufacturers aggressively market them. In essence the selling concept is
anchored on the view that selling strategies will determine the consumption by the customers as
opposed to the other aspect such as quality and pricing. The marketing concept on the other hand
entails placing the needs of the customer at the centre of the production process. In other words
this approach encompasses focusing on the needs and wants of the target market. Similarly the
societal marketing concept is concerned with production with a focus on meeting the needs and
wants of the customers. In addition to that the concept encompasses ensuring the safety as well
as environmental conservation30.
2.3 Customer relationship management
Customer relationship management refers to the process in which an organization handles its
interactions with the current customers and future customers31. In particular, the approach relies
on statistics and various data analysis of customer history in order to improve the relationship of
the business with the customers32. As indicated by Jelonek, (2015) customer relationship
29
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the
Academy of Marketing Science, 47(1), 4-29.
30
Hunt, S. D. (2018). The prospects for marketing strategy and the marketing discipline in Era V: is the prognosis
promising or problematic?. Journal of Marketing Management, 34(1-2), 86-95.
31
Peterson, R. D., Tyra, A. S., & Mikula, J. C. (2018). U.S. Patent No. 9,978,070. Washington, DC: U.S. Patent and
Trademark Office.
32
Jelonek, D., 2015. The Evolution of Customer Relationship Management System. In ZHUANG, Xiaodong.
Proceedings of the 19th International Conference on Computers (part of CSCC'15). Kampi: Institute for Natural
Sciences and Engineering (pp. 29-33).
management is not only an information system but also a business strategy which is aimed at
increasing the efficiency of an organization in regards to the handling of its customers33.
As is reflected in many other areas of society, the invention of the internet has also had an impact
on customer relationship management34. According to Jelonek, (2015) CRM system has
significantly varied especially with the development of information technology. A notable
development related to this is the adoption of social media for interaction with the customers. In
particular, the popularity of social media has made it almost imperative that the organizations
should incorporate it in the process of interacting with their customers. The development of
social media customer relationship management (s-CRM) as such is directly attributed to the
wide adoption of social media35.
33
Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model
262-270.
34
Badwan, J. J., Al Shobaki, M. J., Naser, S. S. A., & Amuna, Y. M. A. (2017). Adopting technology for customer
relationship management in higher educational institutions. International Journal of Engineering and Information
Systems (IJEAIS), 1(1), 20-28.
35
Jelonek, D., 2015. The Evolution of Customer Relationship Management System. In ZHUANG, Xiaodong.
Proceedings of the 19th International Conference on Computers (part of CSCC'15). Kampi: Institute for Natural
Sciences and Engineering (pp. 29-33).
Figure 1 source: Jelonek, (2015)
The above highlighted assertion are corroborated by studies which highlight the importance of
networking as an approach to improving relationship with customers. Apparently networking
entails the development of connection between different stakeholders. In the case of customer
relationships, networking has been found to be an integral component for boosting personal
marketing and the use of word of mouth in conducting promotions. As shown by Chae, Stephen,
Bart, and Yao, (2016) word of mouth has proven to be an integral component in advertising
given the fact that it does not require additional advertisement from the organizations. Some of
the notable platforms which have boosted networking in the recent past. According to Goyal, &
Gagnon, (2016) the basic nature of human beings to base their decisions on the advice of their
relatives and friends has been extensively exploited in the social media platforms. Apparently
once an organization provides exemplary and satisfactory services to one customer there is a
likelihood that they will spread the same information to their friends. According to studies there
is a likelihood that a customer will adopt the use of certain products if they receive a positive
feedback of the same from their friends. This phenomenon has been specifically improved with
the use of social media given the fact that the social groups and interactions have become wider
as compared to before. In other words one can easily influence a large number of individuals
using the social media platforms. It then follows that a focus on such platforms has been of great
benefit to organizations given the fact that they can easily achieve success with a short time.
2.4 Impact of technology on organizational management
Organizational innovation has become increasingly vital for organizations as attributed to the
globalization and heightened competition between firms36. In this regard organizational
innovation has proved to be one of the few ways through which an organization can acquire a
competitive advantage and subsequently remaining relevant in contemporary society. According
to García-Sánchez, García-Morales, and Martín-Rojas, (2018) some of the notable areas affected
by organizational innovation include coordination of management operations, training of
employees and improvement of technological assets. In regards to coordination of management
operations some of the notable factors which has seen improvement include the increase in
communication channels. Apparently the increased communication channels has made it
possible for the management to easily stay in touch with the workers and subsequently
heightening coordination processes. In particular the emergence of chatting applications has
made it possible for a fast transfer of information between the employees and the management.
The improved communication has also become vital in the training programs given the fact that
the management can easily provide content and guidance to the employees using the various
36
García-Sánchez, E., García-Morales, V. and Martín-Rojas, R., 2018. Influence of technological assets on
organizational performance through absorptive capacity, organizational innovation and internal labour
flexibility. Sustainability, 10(3), p.770.
communication platforms. It is also worth noting that the information technology has increased
access to information pertaining to the organization and how it performs. Ostensibly the
employees can now access various training information on the internet which makes the training
program relatively easier. The combination of audio and visual content necessary for training has
also been made possible courtesy of information technology hence improving the understanding
and enhancing faster and better understanding during the training programs. Such developments
also go in line with the fact that innovation enhances the ability of the organization to adapt to
technological changes37. Kamel and Rizk, (2019) corroborate the above assertions by indicating
that possessing a distinctive technology enables organizations to effectively address the
challenges in contemporary society38. In this regard, therefore, technology has proven to be a
tool that is necessary for the effective operationalization of an organization.
Zhang, Khan, Lee, and Salik, (2019) highlights sustainability has been the main motivations
behind the determination to improve the technological capabilities of an organization39. The
importance of sustainability has also become an integral component in contemporary society
given the fact that people have realized the benefits of environmental conservation as well as
operating in a healthy condition40. In this regard therefore it has become a necessity for
organizations to embrace approaches which limit their impact on their environment41. According
to Hack, and Berg, (2014) information technology is one of the notable ways through which
37
Alio, P.A., 2017. Identifying, Prioritizing And Addressing Client Needs: Strategies For Home Visitors.
38
Kamel, S.H. and Rizk, N., 2019. The Role of Innovative and Digital Technologies in Transforming Egypt Into a
Knowledge-Based Economy. In Handbook of Research on the Evolution of IT and the Rise of E-Society (pp. 386-
400). IGI Global.
39
Zhang, Y., Khan, U., Lee, S. and Salik, M., 2019. The Influence of Management Innovation and Technological
Innovation on Organization Performance. A Mediating Role of Sustainability. Sustainability, 11(2), p.495.
40
Bernard, A. B., & Fort, T. C. (2015). Factoryless goods producing firms. American Economic Review, 105(5),
518-23.
41
Tintelnot, F. (2017). Global production with export platforms. The Quarterly Journal of Economics, 132(1), 157-
209.
organizations can use to improve their sustainability and subsequently performance42. These
assertions are based on the fact that information technology has reduced dependence on brick
and mortar buildings and instead led to the embrace of virtual stores. In essence the development
of the brick and mortar stores has often led to the destruction of the environment in order to
develop the buildings. Notably this has often necessitated the clearing of forests which are
considered vital for the enhancement of a healthy and conducive environment. In addition to that
the brick and mortar stores and buildings have often required huge energy sources to support and
run. Ostensibly, the increase in the number of buildings across the world has been one of the
major drivers for the growth in energy consumption an aspect which has been extensively
blamed for global warming. In particular the reliance of coal powered electric stations was
necessitated by the increased electricity consumption an aspect which has had negative impacts
on the environment. Information technology has however served to reduce such effects in the
recent past with most large retailer such amazon running their operations on an online platform43.
2.5 Improved organization
Technology has been identified to improve the overall organization of a business. As shown by
Vanhaverbeke, Roijakkers, Lorenz, and Chesbrough, (2017) notable technological tools such as
the project management software are integral in ensuring order and procedural implementation of
projects44. In essence, such software enables employers and the managers to effectively monitor
the implementation of various tasks and responsibilities by the workers. Subsequently, such
systems are integral for ensuring a timely, and within the budget implementation of projects that
42
Hack, S. and Berg, C., 2014. The potential of IT for corporate sustainability. Sustainability, 6(7), pp.4163-4180.
43
Hack, S. and Berg, C., 2014
44
Costa-Campi, M. T., García-Quevedo, J., & Segarra, A. (2015). Energy efficiency determinants: An empirical
analysis of Spanish innovative firms. Energy Policy, 83, 229-239.
are developed by an organization45. The improved technological inventions have made it
possible for organizations to have software and devices aimed at the improvement of the overall
performance of an organization. This is not only achieved through ensuring orderliness but by
also providing warnings in the event that projects do not run as expected46. It is also worth noting
that information technology has resulted in the reduction of the size of organizations. Ostensibly,
the introduction of technology has made it possible for organizations to do away with numerous
manual tasks and instead put in place robots and other technological tools. This has become
effective in areas where repetitive tasks have always been common. Such improvements have
resulted in fewer employees to manage and subsequently leading to improved efficiency in
management. Apparently the managers are currently required to oversee fewer workers since the
robots can work without supervision. The decreased organizational structure in this case has
resulted in better efficiency for the concerned organizations.
2.6 Improving productivity
Information technology has also had an immense impact on the overall productivity of
organizations47. In this case, the ability to ensure the seamless running of the various tasks
information technology has been working towards the improvement of productivity48. It is also
worth noting that businesses in the contemporary environment have put in place software which
enables for the tracking of the overall productivity of the organization. According to Carayannis,
Sindakis, and Walter, (2015) some of the notable characteristics of productivity software include
the ability to track the overall performance of an organization. In this regard, therefore, the
45
Vanhaverbeke, W., Roijakkers, N., Lorenz, A. and Chesbrough, H., 2017. The importance of connecting open
innovation to strategy. In Strategy and communication for innovation (pp. 3-15). Springer, Cham.
46
Bøler, E. A., Moxnes, A., & Ulltveit-Moe, K. H. (2015). R&D, international sourcing, and the joint impact on
firm performance. American Economic Review, 105(12), 3704-39.
47
Mutuku, M.N. and Nyaribo, W.M., 2015. Effect of Information Technology on Employee Productivity in Selected
Banks in Kenya. Review of Contemporary Business. Research, 4(1), pp.49-57.
48
Fort, T. C. (2017). Technology and production fragmentation: Domestic versus foreign sourcing. The Review of
Economic Studies, 84(2), 650-687.
tracking capabilities of the software enable the managers to have a clearer picture of the
performance of their firm49. Some of the primary benefits of such an aspect include the ability to
set deadlines and ensuring that that set targets are met50. Besides the ability to tracking the
performance of an organization, the information technology has improved the ease of doing
business. This is specifically reflected in the cases where the workers are required to directly
contact the clients before making sales51. In such instances, the use of technology has reduced
the need for travels and the associated time wastage52. Such improvements have essentially made
it possible for one employee to serve a large number of customers and subsequently improving
their productivity. As shown by Luo and Bu, (2016) the customer support services are some of
the areas which have significantly benefited from information technology. According to the
author, information technology has made it possible for customers to access a wide array of
information pertaining to the organizations53. This as such implies that they have lesser pressure
on the customer service workers regarding the performance of certain products and services54.
This as such implies that the customer service employees can focus their efforts on other
pertinent issues concerning the organization55. In addition to that, the ease with which the
workers can communicate with the customers makes the whole experience more efficient and
49
Chuang, S. P., & Huang, S. J. (2018). The effect of environmental corporate social responsibility on
environmental performance and business competitiveness: The mediation of green information technology capital.
Journal of Business Ethics, 150(4), 991-1009.
50
Xia, X., Xu, K., Wang, Y. and Xu, Y., 2018. A 5G-enabling technology: benefits, feasibility, and limitations of in-
band full-duplex mMIMO. IEEE Vehicular Technology Magazine, 13(3), pp.81-90.
51
Côrte-Real, N., Oliveira, T., & Ruivo, P. (2017). Assessing business value of Big Data Analytics in European
firms. Journal of Business Research, 70, 379-390.
52
Wu, S. P. J., Straub, D. W., & Liang, T. P. (2015). How information technology governance mechanisms and
strategic alignment influence organizational performance: Insights from a matched survey of business and IT
managers. Mis Quarterly, 39(2), 497-518.
53
Grover, V., Chiang, R. H., Liang, T. P., & Zhang, D. (2018). Creating strategic business value from big data
analytics: A research framework. Journal of Management Information Systems, 35(2), 388-423.
54
Ølnes, S., Ubacht, J. and Janssen, M., 2017. Blockchain in government: Benefits and implications of distributed
ledger technology for information sharing.
55
Luo, Y. and Bu, J., 2016. How valuable is information and communication technology? A study of emerging
economy enterprises. Journal of World Business, 51(2), pp.200-211.
less stressing on the part of the workers. Unlike in the past when the customers were required to
physically avail themselves at the premises of the organization, information technology has made
it possible for the customers to contact the organization from the comfort of their homes and
without having to wait long hours56. Such an efficiency as such reduces the negative
environment which often shrouds the customer care departments especially when there are
numerous complaints to be presented57. In essence, the workers can easily handle the concerns in
an orderly and more private approach58.
Besides the ease of handling the ease of handling the customer, requests, the ability to provide
services to the customers without relying on human efforts has also resulted in imporved
productivity. This is based on the fact that most information technology tools such are robots and
other intelligent devices have high precision especially during the handling of repetitive tasks.
The reduced occurrence of mistakes in service in this case has heightening the productivity of the
organizations. It is also worth noting that the overall ability to provide better services has acted
as an attraction to the customers. As it is customers are often concerned with the quality of
services they get from organizations with those organizations with goods services being a
preference. The increase in the number of customers visiting the organizations in this regard has
therefore improved the overall productivity of the said organizations. As expected increased
customer patronage has been found to result in increased revenues and subsequently improving
profitability.
56
Murphy, G.C., Kersten, M., Elves, R. and Bryan, N., 2019. Enabling Productive Software Development by
Improving Information Flow. In Rethinking Productivity in Software Engineering (pp. 281-292). Apress, Berkeley,
CA.
57
Mithas, S. and Rust, R.T., 2016. How Information Technology Strategy And Investments Influence Firm
Performance: Conjecture And Empirical Evidence1. Mis Quarterly, 40(1).
58
Shea, V. J., Dow, K. E., Chong, A. Y. L., & Ngai, E. W. (2019). An examination of the long-term business value
of investments in information technology. Information Systems Frontiers, 21(1), 213-227.
2.7 Reduced cost of management
The overall cost of running organizations has significantly reduced due to the improved
adaptation of information technology59. In light of the above-highlighted issues such as the
improved productivity of the employees, it then follows that the cost of running the organizations
is significantly lowered60. As shown by Melián-González, and Bulchand-Gidumal, (2016) the
use of technological tools such as the internet has made it possible for organizations to get in
contact with their customers in a more efficient way. In particular, the use of such tools reduces
the necessity for the employees to travel to the premises of the customers in order to acquire
certain information which is vital to the provision of services. In this regard, the ability to do
aware of unnecessary travels reduces the overall cost of running the organization61.
The reduced reliance on human intervention is another way in which information technology has
contributed towards cost management62. Apparently, with the invention of various tools such as
artificial intelligence, it has become possible for an organization to deploy robots and other
devices to operations which were previously assigned to human beings63. By extension the
efficiency association with the use of artificial intelligence as such as enabled organizations to
earn immense profits64. As shown by Ransbotham, Gerbert, Reeves, Martin, Kiron, Spira, and
Michael, (2018) the use artificial intelligence as proved beneficial as attributed to the fact that
machines do not make errors similar to those of human beings. In addition to that, the said
59
Sabherwal, R., & Jeyaraj, A. (2015). Information Technology Impacts on Firm Performance: An Extension of
Kohli and Devaraj (2003). MIS quarterly, 39(4), 809-836.
60
Gordon, L. A., Loeb, M. P., Lucyshyn, W., & Zhou, L. (2015). The impact of information sharing on
cybersecurity underinvestment: A real options perspective. Journal of Accounting and Public Policy, 34(5), 509-519.
61
Lin, W.T., Kao, T.W.D., Chou, C.C., Sharman, R. and Simpson, N.C., 2016. The complementarity and
substitutability relationships between information technology and benefits and duration of unemployment. Decision
Support Systems, 90, pp.12-22.
62
Laudon, K. C., & Laudon, J. P. (2016). Management information system. Pearson Education India.
63
Singh, A., & Teng, J. T. (2016). Enhancing supply chain outcomes through Information Technology and Trust.
Computers in human behavior, 54, 290-300.
64
Gurung, A., & Prater, E. (2017). A research framework for the impact of cultural differences on IT outsourcing. In
Global sourcing of services: strategies, issues and challenges (pp. 49-82).
machines tend not to demand wages as is the case with human beings65. Ostensibly the demand
for wage increments is one of the major factors which undermine the ability of the organization
to progress financially. In this regard, therefore, the availability of such options which are not
bound to ask for increments implies that the firm can easily grow66. The combination of these
factors has therefore made it possible for organizations to experience reduced operational cost. It
is also worth noting that the use of such technology does not require extensive supervision as is
often the case with human beings.
The ability to do away with human beings in production has however elicited numerous concerns
with stakeholders citing increasing unemployment levels as being directly caused by
technological improvements67. Ostensibly such concerns have resulted in numerous oppositions
towards the adoption of technology in various areas. According to Delaney, and D'Agostino,
(2015) concerns regarding job security has been one of the major impediments towards the
introduction of changes in organizations68. In other words, the fear of losing employment has in
most instances motivated employees to stage resistance towards certain changes which they
deem to be unfair.69 This as such has come at an immense cost to the organizations which have
to keep with the numerous changes being witnessed in the business environment. Apparently, an
inability to adapt to such changes has the capacity of rendering an organization obsolete.
65
Ransbotham, S., Gerbert, P., Reeves, Martin, Kiron, David and Spira, Michael 2018. Artificial Intelligence in
Business Gets Real. MIT Sloan Management Review, September, 17.
66
Ji-fan Ren, S., Fosso Wamba, S., Akter, S., Dubey, R., & Childe, S. J. (2017). Modelling quality dynamics,
business value and firm performance in a big data analytics environment. International Journal of Production
Research, 55(17), 5011-5026.
67
Kim, M., & Chai, S. (2017). The impact of supplier innovativeness, information sharing and strategic sourcing on
improving supply chain agility: Global supply chain perspective. International Journal of Production Economics,
187, 42-52.
68
Choi, D., & Hwang, T. (2015). The impact of green supply chain management practices on firm performance: the
role of collaborative capability. Operations Management Research, 8(3-4), 69-83.
69
Delaney, R. and D'Agostino, R., 2015. The Challenges of Integrating New Technology into an Organization. The
Challenges of Integrating New Technology into an Organization.
2.8 Improved security
Contrary to popular understanding information technology has significantly heightened the
security of organizations70. In regards to overall security, for instance, the installation of closed-
circuit cameras has made it possible for those concerned to continuously monitor their premises
and enable the apprehension of individuals with malicious intentions71. In regards to the security
of information, the use of information technology has made it possible for organizations to
restrict access to sensitive data. Specifically, this has been made possible through the use of
passwords and firewalls72. Such restrictions are critical for enabling the access of data by only
authorized personnel. The ability to monitor the online activities of the employees is another
aspect which has boosted the security of organizations. Apparently, the managers can easily
track the activities of its employees without necessarily being physically in their vicinity.
2.9 Increased collaboration between organizations
Information technology is primarily concerned with the communication aspect given the fact that
it not only increases the number of channels but also makes it easy to contact other parties. As
shown above, some of the notable communication platforms associated with information
technology include social media and other internet tools such as emails and mobile phone
communications. In light of such development collaboration between organizations has received
an immense boost73. Particularly organizations can now interact and communicate with other
organizations across the world without being affected by geographical differences. Technology
70
Cao, Z., Huo, B., Li, Y., & Zhao, X. (2015). The impact of organizational culture on supply chain integration: a
contingency and configuration approach. Supply Chain Management: An International Journal, 20(1), 24-41.
71
Cayford, M. and Pieters, W., 2018. The effectiveness of surveillance technology: What intelligence officials are
saying. The Information Society, 34(2), pp.88-103.
72
Navimipour, N. J., & Soltani, Z. (2016). The impact of cost, technology acceptance and employees' satisfaction on
the effectiveness of the electronic customer relationship management systems. Computers in Human Behaviour, 55,
1052-1066.
73
Fortunato, M.W., 2017. Models of Entrepreneurial Community and Ecosystem Development. In Toward
Entrepreneurial Community Development (pp. 69-121). Routledge.
has also allowed for the traversing of cultural and language barriers which had previously made
it difficult for individuals to interact. In particular, there are translation software which has been
developed specifically as a means of breaching the language differences74.
2.10 Impact of information technology on organizational culture
Organizational culture refers to the beliefs and assumptions which guide the interactions between
employees and the management75. This as such enables an organization to develop a unique
psychological and social environment which puts it apart from other organizations76. According
to Islam, Jasimuddin, and Hasan, (2015) Organizational culture has been significantly affected
by information technology. Some of the notable examples of the changes include the approaches
to communication, dress code and ethics of the workplace as well as the hierarchy adopted by the
organization77. In regards to communication, for instance, most start-ups which have embraced
technology tend to encourage the use of information technology tools and platforms such as text
messages for communication between employees78. Such approaches may not be encouraged in
the traditional organizations give the assumption that the strategy is largely informal. In regards
to organizational hierarchy, start-ups firms which in most cases have embraced technology tend
to have a defined workplace hierarchy. In this case, the interaction between the employees and
the management is often less procedural79. Estalaki, (2017) corroborate these assertions by
highlighting how there is a relationship between organizational structure and the efficiency
74
Ishida, T., Murakami, Y., Lin, D., Nakaguchi, T. and Otani, M., 2018. Language service infrastructure on the web:
the language grid. Computer, 51(6), pp.72-81.
75
Bortolotti, T., Boscari, S. and Danese, P., 2015. Successful lean implementation: Organizational culture and soft
lean practices. International Journal of Production Economics, 160, pp.182-201.
76
Tong, C., Tak, W. I. W., & Wong, A. (2015). The impact of knowledge sharing on the relationship between
organizational culture and job satisfaction: The perception of information communication and technology (ICT)
practitioners in Hong Kong. International Journal of Human Resource Studies, 5(1), 19.
77
Islam, M.Z., Jasimuddin, S.M. and Hasan, I., 2015. Organizational culture, structure, technology infrastructure
and knowledge sharing: Empirical evidence from MNCs based in Malaysia. Vine, 45(1), pp.67-88.
78
Chen, Y. A. N., Ramamurthy, K. R. A. M., & Wen, K. W. (2015). Impacts of comprehensive information security
programs on information security culture. Journal of Computer Information Systems, 55(3), 11-19.
79
Skrastins, J. and Vig, V., 2018. How organizational hierarchy affects information production. The Review of
Financial Studies, 32(2), pp.564-604.
which is achieved in the process. In particular, those organizations with complex structures as
revealed by the author tend to experience lower efficiency as compared to those with simpler
structures. Specifically, the author reveals that the complex organization has an impact on the
quality of communications as well as interactions which are carried out by the employees80.
Similarly, the dress code of the tech industry in general has been largely considered to be less
formal. This is particularly reflected in the case of google where the employees are required to
have an informal dress code81.
Some of the factors which have driven the wide adoption of technological tools at the workplace
include the presence of Wi-Fi and internet connectivity82. Apparently, the existence of such a
factor makes it possible for the employees to easily communicate using the internet or text
messages as opposed to the use of face to face conversations. Furthermore, the emergence of
revolution applications such as WhatsApp’s has made it possible for employees to engage in
groups where they can easily take part in discussions and hence removing the traditional barriers
of communication between the managers and the employees83.
The ease of internet access has also encouraged remote workers with most employees preferring
to work from the comfort of their homes84. Ostensibly the use of information technology has
rendered it unnecessary for the employees to be physically present at their workplace. According
to Felstead, and Henseke, (2017) technological developments have created a new experience
80
Estalaki, K.G., 2017. On the impact of organizational structure on organizational efficiency in industrial units:
industrial units of Kerman and Hormozgan provinces. Estação Científica (UNIFAP), 7(3), pp.95-105.
81
Berbel, J., Gutiérrez-Martín, C., Rodríguez-Díaz, J. A., Camacho, E., & Montesinos, P. (2015). Literature review
on rebound effect of water saving measures and analysis of a Spanish case study. Water Resources Management,
29(3), 663-678.
82
Haines, R., Scamell, R.W. and Shah, J.R., 2018. The Impact of Technology Availability and Structural Guidance
on Group Development in Workgroups Using Computer-Mediated Communication. Information Systems
Management, 35(4), pp.348-368.
83
Organizational Psychology and Organizational Behaviour, 3, pp.349-375.
84
Aloisi, A. (2015). Commoditized workers: Case study research on labor law issues arising from a set of on-
demand/gig economy platforms. Comp. Lab. L. & Pol'y J., 37, 653.
whereby paid employment is no longer confined to specific places or within certain durations. In
essence, technology has rendered traditional characteristics of work such as time and location to
be insignificant. Apparently, employees can now perform their tasks at any locations which they
deem fit and at durations which they choose85. In light of the decreasing preference of operating
at the workplace, it is now becoming unnecessary for organizations to maintain or develop such
sites. The phenomenon has become especially common in the case of office work which can be
performed at any place which is deemed convenient to the employee. Some of the notable
technologies which are utilized in this case are those which enhance the transfer of speech,
written work or the sharing of images86. The above-highlighted assertions are corroborated by
data from the office for national statistics which indicate that up to 4.2 million individuals spent
over a half of their working time completing work from the comfort of their homes in 201487. In
essence, these statistics point out to a shift towards work at home behaviour across the UK.
According to Felstead, and Henseke, (2017) the number of people choosing to work at home
represent 13.9% of the working population in the UK which in this case is a significant increase
when compared to the last time such data was collected in 199888.
2.11 Impact on employees
As shown above, some of the notable benefits of information technology has been an
improvement in the productivity of employees. According to Abbas, Muzaffar, Mahmood,
Ramzan, and Rizvi, (2014) the employees have been able to benefit from reduced the workload
on the employees making them engage in more duties. In addition to that, the improved
85
Felstead, A. and Henseke, G., 2017. Assessing the growth of remote working and its consequences for effort,
well‐being and work‐life balance. New Technology, Work and Employment, 32(3), pp.195-212.
86
Gallardo, R. and Whitacre, B., 2018. 21st century economic development: Telework and its impact on local
income. Regional Science Policy & Practice, 10(2), pp.103-123.
87
well‐being and work‐life balance. New Technology, Work and Employment, 32(3), pp.195-212
88
well‐being and work‐life balance. New Technology, Work and Employment, 32(3), pp.195-212
productivity has enabled the employees to earn higher pay within short durations89. Piabuo,
Piendiah, Njamnshi, and Tieguhong, (2017) corroborates the above assertion by indicating that
the employees have also benefited from the improvement of skills. In essence, the online
platforms allow employees to be exposed to various types of training materials which can make
them develop a better understanding of their work environment. The revolution of the education
industry has also made it possible that one can carry out education without necessarily visiting
the brick and mortar campuses90. This has been particularly beneficial to the employees given the
fact that they may not have adequate time to acquire additional training at the learning
institutions. In this case, therefore, the employees have been able to improve their skills and
knowledge through the use of online learning platforms91.
In as much as technology has been associated with improvement in the working conditions of an
organization, studies have also revealed worrying trends. As shown by Großer, and Baumöl,
(2017) various technological tools have proved disruptive to the employees especially in their
completion of various tasks and teamwork92. Other studies have also shown that technology has
led to the elimination of natural breaks which have always been critical for enhancing the
welfare of employees. According to a study conducted by the American psychological
association up to 53% of employees in America are required to work through the weekends. An
additional 52% have ended working outside the set working hours whereas 54% have ended up
working at home even when they are on sick leaves. In this case, it is evident that information
89
Abbas, J., Muzaffar, A., Mahmood, H.K., Ramzan, M.A. and Rizvi, S.S.U.H., 2014. Impact of technology on
performance of employees (a case study on Allied Bank Ltd, Pakistan). World Applied Sciences Journal, 29(2),
pp.271-276.
90
MALIK, R. and Ravinder, K.A.U.R., 2017. Emerging Trends in Organizational Behaviour: A Perspective.
International Journal of Research in IT And Management, 7(2), pp.10-20.
91
Piabuo, S.M., Piendiah, N.E., Njamnshi, N.L. and Tieguhong, P.J., 2017. The impact of ICT on the efficiency of
HRM in Cameroonian enterprises: Case of the Mobile telephone industry. Journal of Global Entrepreneurship
Research, 7(1), p.7.
92
Großer, B. and Baumöl, U., 2017. Virtual teamwork in the context of technological and cultural transformation.
IJISPM-International Journal of Information Systems and Project Management, 5(4), pp.21-35.
technology has resulted in increased work hours for employees without necessarily having a
corresponding increase in earnings93.
In addition to the disruption of the normal working cycle, information technology has also
resulted to job losses. In essence technology has provided replacement for certain jobs such as
those pertaining to collection and processing of information pertaining to the customers. The rise
in the need to reduce the overall wage bills for the organizations compounded with the need to
remain competitive in the contemporary environment has heightened the need to conduct job
cuts at the expense of the employees who depended on the opportunities for the maintenance of
their lifestyles.
2.12 Impact on advertisement experience and contact with customers
Advertising and reach out to the customers is one of the areas which has significantly benefited
from information technology. According to Alghamdi, and Bach, (2014) technology has had a
positive impact on marketing strategies. In particular, this is attributed to the fact technology can
be integrated with various marketing tools such as in the selection of market segments,
positioning as well as developing a better understanding of the customers94. The improvements
have been significantly improved by easier access to information pertaining to the customers and
the competitors95. In addition to that digital marketing has enabled for the showcasing of
products and their features to prospective consumers. Specifically, the customers can easily
acquire additional information regarding the products that they intend to purchase hence
lessening the marketing requirements and costs that have to be expended by the firms. Digital
marketing has also been made possible through noninternet platforms such as the use of TVs,
93
Calvo, R.A. and Peters, D., 2014. Positive computing: technology for wellbeing and human potential. MIT Press.
94
Alghamdi, S. and Bach, C., 2014. Technological Factors to Improve Performance of Marketing Strategy. In Zone
I Conference, April (pp. 3-5).
95
Jain, E. and Yadav, A., 2017. Marketing and Technology: Role of Technology in Modern Marketing. IOSR
Journal of Business and Management, 19(5), pp.49-53.
radios as well as the use of short messages over mobile phones. The availability of large amounts
of information pertaining to the customers has also made it possible for firms to conduct target
marketing. Target marketing, in this case, refers to the process of focusing on the most probable
consumers of products and services.96 This approach is beneficial to the organizations given the
fact that the firm does not need to utilize large amounts of funds in the advertisement processes.
In addition to that, the likelihood of achieving success in this approach is significantly high97.
2.13 Effects of poor communication
As shown above, communication is an integral component towards the success of a firm. This is
attributed to the fact that the employees and the management can easily identify issues and
resolve them as they emerge98. In addition to that, the firms are able to effectively meet the needs
of the consumers99.
On the other hand, poor communications can have numerous repercussions on an organization.
Specifically, poor communication can result in poor performance within an organization100. This
is attributed to the fact that the employees find it difficult to coordinate their operations and
subsequently leading to costly confusions101. Studies have revealed the fact that the inability to
get proper directions and order the employees are unable to follow the objectives of the
organization102. This as such can result in lost productivity and subsequently an inability to meet
96
Fahy, J. and Jobber, D., 2015. Foundations of marketing.
97
Almgren, K., 2014. The Four Factors for Targeting an Attractive Market. International Journal of Humanities and
Social Science, 4(9), pp.71-76.
98
Husain, Z. (2013). Effective communication brings successful organizational change. The Business &
Management Review, 3(2), 43.
99
Mutuku, C.K. and Mathooko, P., 2014. Effects of organizational communication on employee motivation: A case
study of Nokia Siemens Networks Kenya. International Journal of Social Sciences and Project Planning
100
Ng, J. C. Y., Shao, I. Y. T., & Liu, Y. (2016). This is not what I wanted: The effect of avoidance coping strategy
on non-work-related social media use at the workplace. Employee Relations, 38(4), 466-486.
101
Burns, J. (2016). Critical skills for supervisors of information technology project managers in government: An
interpretative phenomenological analysis case study. Robert Morris University.
102
Femi, A.F., 2014. The impact of communication on workers’ performance in selected organisations in Lagos
State, Nigeria. IOSR Journal Of Humanities And Social Science (IOSR-JHSS), 19(8), pp.75-82.
the set objectives. In this case, the organization can fail to meet some of the most pertinent
responsivity such as serving the needs of its customers. In addition to that poor communication
has been found to result in a distrust between employees and the management. Apparently the
employee performance and their willingness to provide their best towards the support of the
organization also depends on the ability to interact with the management103. In this case poor
communication can result in the development of the perspective that their efforts are not been
valued at their organization and aspect which discourages them from providing their maximum
which is critical for the success of the organization. Furthermore, poor communication can result
in the development of uncertainty and confusion an aspect which can be significantly
disadvantageous for an organization. With no clear direction on the roles and the responsibilities
of each employee there is a likelihood that the employees will become less efficient an aspect
which can affect the overall productivity of the organization. The likelihood of the emergence of
chaos in the organization is also significantly increased by poor communication. This is
attributed to the fact that each employee will be doing what they deem to be appropriate to the
organization and which may not be really in accordance with the objectives of the organization.
The lack of clear coordination in the organization can affect the relationship with the customers.
As it is the interaction with the customers is often in accordance with the objectives of the
organization and the products and services which are offered. In addition to that that, it is worth
noting that communication is often vital in the provision of training to the employees. In this
regard poor communication is often an indication that the employees are not well equipped to
103
Femi, A.F., 2014. The impact of communication on workers’ performance in selected organisations in Lagos
State, Nigeria. IOSR Journal Of Humanities And Social Science (IOSR-JHSS), 19(8), pp.75-82.
meet the needs of the customers. Poor communication in this regard can result in ineffective
customer interaction104.
The combination of the above highlighted factors is often bound to result in negative perceptions
towards workplace. As shown above poor communication precipitate chaos at the workplace.
Ostensibly these are some of the components which can result in poor perceptions towards the
workplace. As it is employees perspectives are always integral for the implementation of tasks
such as interacting with the customers. Apparently the stressful conditions can make the
customers services employees to present a negative image to the customers. In essence poor
communication often translates to deterioration in the communication with the customers and
aspect which can have an immense negative impact on the performance of the organization105.
3.0 CHAPTER 3: METHODOLOGY
3.1 Introduction
This section highlights the approaches which were used by the researcher in the process of
completing this study. As indicated by Weber (2017) the methodology section provides the
necessary steps that have to be followed in research. The methods which were selected in this
regard were carefully chosen with a focus on ensuring that they went in line with the objectives
of the study106. In other words, the methodology was identified in order to go in accordance with
the study objectives. In particular, the section entails the data collection as well as the data
analysis approaches.
104
Goyal, S., & Gagnon, J. (2016). Social networks and the firm. Revista de Administração (São Paulo), 51(2), 240-
243.
105
Chae, I., Stephen, A. T., Bart, Y., & Yao, D. (2016). Spillover effects in seeded word-of-mouth marketing
campaigns. Marketing Science, 36(1), 89-104.
106
Weber, M., 2017. Methodology of social sciences. Routledge
3.2 Data Collection
Data collection methods as the title suggest refers to the approaches used in the acquisition of
data. In the completion of this study the researcher employed a quantitative approach which
entailed the use of questionnaire as a data collection method. The adoption of the data collection
method in this regard was informed by the need to collect data from a large group of
respondents. As indicated by Brace, (2018) the ease of administering questionnaires makes them
the most appropriate data collection methods to be used in instances where the target population
is large107. In particular, this is based on the fact that that they are easy to produce and are
significantly less costly as compared to other data collection methods such as the interviews108.
Furthermore, it is worth noting that the questionnaires are easy to complete and can often be
respondents to at ones convenience109110. In this case, the respondents can fill the questionnaires
at their own convenience, a fact which encourages them to take part in the study111.
In the case of this study, the questionnaire was aimed at determining the effects of Information
technology, communication productivity, advertisement power, management style, teaching and
other factors for quality service provision to customers. The questionnaire consisted of fifteen
questions with the first two questions being focused on probing the respondents’ World Wide
Web competency. Three questions were also focused on establishing the impacts of technology
on organizational management. In essence, the main focus of this study was on establishing the
relationship between the effects of the internet on the creation and maintenance of teamwork
107
Brace, I., 2018. Questionnaire design: How to plan, structure and write survey material for effective market
research. Kogan Page Publishers.
108
Truijens, F.L., Desmet, M., De Coster, E., Uyttenhove, H., Deeren, B. and Meganck, R., 2019. When quantitative
measures become a qualitative storybook: a phenomenological case analysis of validity and performativity of
questionnaire administration in psychotherapy research. Qualitative Research in Psychology, pp.1-44.
109
Nadler, J. T., Weston, R., & Voyles, E. C. (2015). Stuck in the middle: the use and interpretation of mid-points in
items on questionnaires. The Journal of general psychology, 142(2), 71-89.
110
McGuirk, P. M., & O'Neill, P. (2016). Using questionnaires in qualitative human geography.
111
Riff, D., Lacy, S., Fico, F. and Watson, B., 2019. Analyzing media messages: Using quantitative content analysis
in research. Routledge.
between the stakeholders in an organization. In this regard, four questions were focused on
establishing this fact. The final part of the questionnaire encompassed questions aimed at
establishing personal relationships such as the impact of the internet on employee skills as well
as the overall quality of life.
The approach which was employed in the data collection process entailed numerous stages. The
first stage of the data collection approach entailed contacting the respondents over the internet
using various tools such as social media and Email. In particular, 643 individuals were contacted
through the internet out of which there were 393 responses which could be employed in the
research. Subsequent sampling of those who failed to respond revealed that there was no bias
which may have motivated them not to respond112. In particular, the non-respondents bore
numerous similarities to those who responded in terms of age, gender as well as an academic
discipline. In light of the high response from the respondents, it was evident that the study was
relatively successful as attributed to the fact that there was over 60% response. This is a
significant number especially when it is considered that there was a large number of questions to
be answered in the questionnaire.
In reflection of the fact that this study utilized a questionnaire in data collection, the instruments
which were required included questionnaires, and researchers and an internet connection113. The
questionnaires in this regard were made up of 15 questions aimed at determining the impact of
technology on the performance of organizations. The researcher, on the other hand, proved to be
an integral instrument given the wide array of knowledge pertaining to the use of online
platforms and the analysis of data. In other words, the skills possessed by the researcher proved
112
Rosenthal, M., 2016. Qualitative research methods: Why, when, and how to conduct interviews and focus groups
in pharmacy research. Currents in pharmacy teaching and learning, 8(4), pp.509-516.
113
Denisova, A., Nordin, A. I., & Cairns, P. (2016, October). The convergence of player experience questionnaires.
In Proceedings of the 2016 Annual Symposium on Computer-Human Interaction in Play (pp. 33-37). ACM.
to be a vital aspect in the completion of this study. Besides the researcher, the other instrument
which was necessary for the implementation of the research was the internet and technological
devices which in this case was a computer. In particular, the computer was used in the
formulation of the questionnaire and in the process of broadcasting it to the various prospective
respondents.
The researcher also took into account ethical considerations in the process of implementing this
research. As indicated by Patel, and Wright, (2019) ethical consideration is an important measure
towards ensuring the validity and applicability of collected data. Specifically ethical standards
were upheld by developing a consent form which was to be observed and assented to by all the
respondents114. In this case, the willingness to take part in the research was considered to be the
willingness of the respondents to acknowledge the various factors highlighted in the form115.
Some of the notable factors which were captured in the consent form included a statement
notifying the respondents that their information would be used for educational purposes and that
their details would not be revealed to any third parties116.
The validity of the study, on the other hand, was ensured in various ways. As indicated by Noble,
and Smith, (2015) validity and reliability are two factors which are considered in the application
of data from a study. In this case, the most reliable and valid data stands a better chance of being
adopted and applied in various areas. In this particular study, validity was ensured through the
utilization of secondary and primary data. In this case, the secondary data provided the necessary
114
Sansoni, J., McCarthy, G., Gaidys, U., Arola, M., Deimante-Hartmane, D., Corvo, E., ... & Coffey, A. (2016).
Measuring students perceptions and validation of questionnaires. Journal of Advanced Nursing, 72(1, SI), 50-51.
115
Golder, S., Ahmed, S., Norman, G., & Booth, A. (2017). Attitudes toward the ethics of research using social
media: a systematic review. Journal of medical Internet research, 19(6), e195.
116
Patel, V.M. and Wright, T.B., 2019. Ethics of Pain Management and Research. In Pain (pp. 105-107). Springer,
Cham.
support and basis for the primary data117. Reliability was enhanced through the utilization of
secondary data sources with a maximum of five years since they were published. This as such
made it imperative that only sources from 2014 to the current time were selected from the study.
The restricted periods, in this case, was essential in ensuring that data was relevant and up to date
and as such applicable to the area of study.
3.3 Data Analysis
Data analysis is often the most vital process in the completion of research118. In this particular
study, the researcher adopted a quantitative approach of study. On the other hand data collected
from the questionnaires were analysed using the Ms excel software119. The data analysis
methods, in this case, was a vital approach for ensuring that the data could be presented in a form
which was easy for evaluation and interpretation120. In this case, the software allowed for the
presentation of data in the form of charts tables and graphs.
3.4 Summary
As shown above, the study followed a quantitative research strategy that involved the use of
questionnaires. In addition to that the section shows the steps which were taken towards ensuring
that the rights of the participants were protected. The measure taken to ensure validity are also
highlighted in this section. This include the combination of both secondary and primary data
sources as well as restricting the publication date to the most recent years from 2014. Further the
section highlights the data analysis which were used in the study which in this case entailed the
use of MS word software.
117
Noble, H. and Smith, J., 2015. Issues of validity and reliability in qualitative research. Evidence-based nursing,
18(2), pp.34-35.
118
Schabenberger, O. and Gotway, C.A., 2017. Statistical methods for spatial data analysis. Chapman and
Hall/CRC.
119
Heeringa, S. G., West, B. T., & Berglund, P. A. (2017). Applied survey data analysis. Chapman and Hall/CRC.
120
Gorgolewski, K.J., Alfaro-Almagro, F., Auer, T., Bellec, P., Capotă, M., Chakravarty, M.M., Churchill, N.W.,
Cohen, A.L., Craddock, R.C., Devenyi, G.A. and Eklund, A., 2017. BIDS apps: Improving ease of use, accessibility,
and reproducibility of neuroimaging data analysis methods. PLoS computational biology, 13(3), p.e1005209.
4.0 CHAPTER 4: FINDINGS AND DISCUSSIONS
This section delves into highlighting the data collected in this study and subsequently
providing a discussion on the same. As shown above, 643 individuals were contacted in this
research and only 393 valid responses were acquired, this translating to almost 60% response
rate.
4.1 General information
What is your gender; male or female?
Male Female Total
No. 160 233 393
Percentage 40.7% 59.2% 100%
Gender of participants
41% male
59% female
Figure 2
The evaluation of the questionnaire revealed that most of the respondents were female at 59.2%
which is significantly higher as compared to males at 40.7%

World Wide Web
How long have you used the World Wide Web?
2-5years 5-10 years More than Total
10years
No. 40 105 248 393
Percentage 10.1% 26.7% 63.1% 100%
Duration of WWW use

300
250
200
150
100
50
0
2-5years 5-10years >10years
Figure 3
In response to the query on the duration of World Wide Web use, most of the respondents
indicated that they have been using it for than 10 years. In particular, 63.1% of the respondents
stated that they had used the platform for more than ten years, a clear indicator of the experience
and expertise in the use of such tools for communication. Only 10% of the respondents indicated
that they had been using it for less than five years. A large number of the respondents with wide
usage of the internet points towards the wide availability of information technology and the
penetration it has had on the society. Apparently more and more people are getting access to the
technology and are finding it difficult to complete their tasks without relying on technology. As
indicated by Goodman-Deane, Mieczakowski, Johnson, Goldhaber, and Clarkson, (2016) the
advent of mobile phones and other technological tools has made it almost impossible for people
to communicate without relying on this particular tools. It also follows that the experience and
skills have also improved with the lengthy use of this particular technological devices121.
Do you think the World Wide Web has improved the advertisement experience?
Experience Yes No Total
No. 340 53 393
Percentage 86.5% 13.48% 100%
In response to the query on the improvement of advertisement experience as a result using the
World Wide Web, there was an overwhelming indication that most of the respondents had seen
an improvement in advertising experience with the use of the platform. At 86.5% the responses,
in this case, pointed out to the fact that the platform provided the respondents with a conducive
environment for advertising and reaching out to the customers. On the other hand, only a mere
13.48% had a contrary opinion regarding the experience of using the World Wide Web. As
shown above, the World Wide Web has significantly improved the advertising given the fact that
it has increased better access to information. As indicated by Alghamdi, and Bach, (2014)
information technology platforms such as the internet have made it relatively easier for
organizations to gain access to information pertaining to their clients and that of the customers.
In essence, the ability to determine the needs of the consumers in this regards has been integral
towards the development of tools which effectively meets their needs and hence ensuring success
121
communication technologies on life and relationship satisfaction. Computers in Human Behaviour, 57, pp.219-229.
for the concerned organizations122. The direct interaction with the customers on social media
platforms is another explanation for the overwhelming indication by the respondents that
information technology has improved advertisement and customer communication. As shown in
the literature review section, social media has had numerous benefit to organization given the
fact that it has boosted the use of the word of mouth in promotion. Apparently this is one of the
most efficient form of promotion because the organization is not required to expend large
amounts of funds in advertising as it has been the case in other channels. The increased
communication between the management and the employees is another reason which can be
given for this development. Ostensibly, the communication within an organization often has an
impact on the success in the interaction with customers. For instance poor coordination is often
bound to result in poor advertising since the employees are not aware of the objectives of the
organization. Such challenges have however been resolved by technology through the provision
of an improved communication channels which have made it possible for employees and the
management to develop a closer relationship. This assertions are corroborated by indications that
poor communication can have an impact on the manner in which the employees interact with the
customers. As shown in the literature review section, poor communication has been found to
result in uncertainty and stress, both of which can negatively influence communication with
customers.
4.2 Effect of technology use on an organization and management
On a scale of 1 (no benefit) to 5 (many benefits)do you think technology has benefited
interactions with other employees
122
Alghamdi, S. and Bach, C., 2014. Technological Factors to Improve Performance of Marketing Strategy. In Zone
I Conference, April (pp. 3-5).
Scale 1 2 3 4 5 Total
No. 3 10 86 144 150 393
Percentage 0.76% 2.5% 21.8% 36.6% 38.1% 100%
In regards to the benefit of technology has benefited interactions between employees a large
fraction of the respondents indicate that they had experienced many benefits from the use of the
said platform. This is represented by the fact that up to 38% selected a scale of five, 36.6% a
scale of 4. On the other hand, those who selected a scale of 1 were only 3 translating to 0.76%.
the trend reflected in this particular response is reflected in various studies which have always
pointed out to the fact that information technology has enhanced the working environment for
employees. In particular Islam, Jasimuddin, and Hasan, (2015) as shown in the second chapter
asserts that the technology has been able to remove some of the major barriers which made
communication cumbersome for employees. This is reflected in the manner in which
technological tools such as mobile phones and applications such as WhatsApp has enabled the
sending of text messages and subsequently improving interactions between employees. In this
case, the limitations of time and geographical restrictions which made it difficult for employees
to interact have been rendered useless by the technological tools.
Do you think technology has improved management approaches?
Strongly Agree Agree Neutral Disagree Strongly disagree
No. 105 201 53 23 11
Percentage 26.7% 51.1% 13.48% 5.8% 2.7%
In regards to management approaches, most of those queried were in agreement that they had
witnessed significant improvements with the advent of information technology. Specifically,

those who were in strong agreement with the statement comprised 26.7% of the respondents
while those who agreed comprised 51.1% of the total population. On the other hand, those who
strongly disagreed with the statement numbered 11, this translating to 2.7% of the entire
population.
The strong agreement regarding the benefits of technology to management reflected in this
response is a clear reflection of the trends in the workplace and the business industry123. As
shown by Islam, Jasimuddin, and Hasan, (2015) some of the major changes attributed to the
advent of technology include the elimination of the organizational hierarchy which had been
common in traditional organizations. The lack of a hierarchy, in this case, has been beneficial
towards ensuring a faster and more efficient transfer of information from the senior managers to
the junior workers. In other words, this has enhanced an easy interaction between employees and
the managers hence resulting in a warmer relationship between the two categories of employees.
In particular, the existence of hierarchies in organizations has often been associated with
bureaucracy and intimidation, an aspect which has a tendency of limiting the ability of the
organization to achieve its set targets124.
Do you think there is better workplace coordination as a result of technology use?
Strongly agree Agree Neutral Disagree Strongly disagree
No. 114 182 52 30 15
Percentage 29% 46.3% 13.2% 7.6% 3.8%
123
124
In response to the betterment of the workplace conditions, the respondents agreed that they had
experienced an improvement as a result of incorporating the use of technology. Particularly,
there were 114 respondents, translating to 29% who strongly agreed that technology had resulted
in the betterment of the workplace. An additional 182 respondents translating to 46.3% of the
entire population held the view that technology had improved the workplace environment.
The above-highlighted responses corroborate those from other studies which have indicated that
information technology has had an immensely positive impact on organizations. As indicated by
Fortunato, (2017) technology has greatly increased collaboration both within and outside the
organization. This development has been attributed to improved communication channels as a
result of technological inventions. Apparently, unlike in the past contemporary organizations
have the chance to utilize a wide variety of communication channels with notable examples
being the likes of internet and mobile phone technology125. In essence, these development have
made it relatively easier and cheaper for people in different locations to communicate and share
ideas regarding certain issues. Subsequently, this has resulted in improved collaboration between
employees and outside parties126. The negative effects of poor communication highlighted in the
first chapter also point out the importance of information technology in enhancing coordination.
As indicated above, information technology is critical for enabling proper coordination of
operations between the employees and their management. This, in essence, results in better
productivity and subsequently profitability127.
125
126
Fortunato, M.W., 2017. Models of Entrepreneurial Community and Ecosystem Development. In Toward
Entrepreneurial Community Development (pp. 69-121). Routledge.
127
Mutuku, C.K. and Mathooko, P., 2014. Effects of organizational communication on employee motivation: A case
study of Nokia Siemens Networks Kenya. International Journal of Social Sciences and Project Planning
4.3 Internet skills
In a scale of 1 (easy) to 5(difficult), what is your rating regarding internet ease of use?
Scale 1 2 3 4 5
No. 149 134 71 30 9
Percentage 37.9% 34% 18% 7.6% 2.2%
In regards to internet ease of use, most of those queried were of the perspective that they could
easily navigate the platforms. Specifically, 37.9% rated the ease of use at a scale of 1 out of 5
whereas 34% rated the ease at 2 out of 5. In this case, it is evident that most of the employees are
conversant with the various uses and the techniques of using information technology tools in the
improvement of their tasks and responsibilities at the workplace.
This response is a clear reflection of the recent developments which have shown that there is an
increased penetration of the internet.128 In particular, the increased use and adoption of internet
platforms such as Facebook has resulted in improved knowledge regarding the use of such
technologies. In essence, the popularity of these platforms has made it imperative that
individuals have to be conversant of such tools hence the high number of individuals who claim
to be skilled in its use. This trend also reflects the assertions of Cascio, and Montealegre, (2016)
regarding the importance of organizations integrating information technology in their operations.
Apparently, these developments have made it imperative that firms embrace technology failure
to which they may be rendered incompetent. These assertions are based on the realization that
the society has moved towards the adoption and integration of technology in all aspects of life
ranging from communication to carrying out basic life operations such as trade and commerce129.
128
Vogiatzi, M., 2015. The use of ICT technologies enhances employees’ performance in the Greek hotel industry.
International Journal of Economics, Finance and Management Sciences, 3(1), pp.43-56.
129
Organizational Psychology and Organizational Behaviour, 3, pp.349-375.
4.4 Impact of the Internet on the development and maintenance of teamwork structures in
organizations
Do you think the internet has affected your interaction with the management?
Strongly Agree Neutral Disagree Strongly
Agree disagree
No. 121 172 75 20 0
Percentage 31.17 % 44.16 % 19.48 % 5.19 % 0 %
As shown in the table above, a large number of the participants were of the view that internet has
affected the interaction between employees and the management. With 31.17% of the
participants strongly agreeing with the statement and 44.16% agreeing it was evident that
information technology has improved the relationship between employees and managers130.
The above highlighted responses are a reflection of various aspects. For instance as shown
above, information technology has resulted in the reduction in the size of organizations based on
the fact that some jobs have been rendered obsolete. This implies that the number of employees
has significantly become smaller especially with the automation of other tasks. The reduced
number of employees has become significantly easier for the management to guide and manage.
Besides the reduction in employee numbers, the emergence of various communication channels
and platforms has been integral towards boosting the interaction between employees and the
management. As shown in the literature review section, the information platforms have
significantly revolutionized the communication between employees. A notable example include
the introduction of teleconferencing and other social media platforms which are characterized
130
Lin, W.T., Kao, T.W.D., Chou, C.C., Sharman, R. and Simpson, N.C., 2016. The complementarity and
substitutability relationships between information technology and benefits and duration of unemployment. Decision
Support Systems, 90, pp.12-22.
with high levels of interactions. These developments apparently explain the assertion by the
respondents that they have witnessed an improved interaction with the management with the
introduction of information technology. It is also evident from the literature review section that
information technology has resulted in increased competition between organizations. Apparently
the emergence of information technology has led to internationalization of firms with the firms
having an influence across the world. Such developments have therefore necessitated that the
management improve their leadership approaches and handling of customer issues. This as such
has resulted in increased interaction between the employees and the management with a view of
maximizing productivity. It is also worth noting that that a good interaction between the
employees and the management has been associated with a better communication with the
customers. As shown in the literature review, poor communication can result stress and other
negative aspects which can affect the handling of customer needs effectively.
Does the nature of activities on the internet affect teamwork?
agree disagree
No. 140 176 52 25 0
Percentage 35.6 44.7 13.2 6.3 0
Most of the respondents asserted that the nature of the activities carried out on the internet
platform had an immense impact on teamwork. Specifically, 35.5% of the respondents were in
strong agreement with this statement. An additional 44.7% were in agreement with the statement
regarding the significance of the nature of activities on teamwork. On the other hand, none of the
respondents strongly disagreed with the statement a clear indication of the fact that activities
carried out on the platform can either have a positive or negative impact on teamwork. As shown
in the table above, some of the activities have been associated with time wastage. The ability to
access various entertainment platforms, for instance, has been associated with high levels of time
wastage which has significantly affected the performance of the firms. Studies have also revealed
that the use of text and chatting platforms such as WhatsApp can be a significant distractions
with negative impacts on teamwork. This is based on the realization that the employees end up
wasting most of their time answering the messages at the expense of the tasks which they are
supposed to fulfil at their workplace. This has ended up affecting the customer service section.
Does the type of internet platforms have a positive influence on teamwork?
agree disagree
No. 167 135 46 26 19
Percentage 42.4% 34.3% 11.7% 6.6% 4.8%
In response to the query on the impact of the type of internet platforms on teamwork, there was
an overwhelming agreement that there was a positive correlation. Notably, 42.4% of the
respondents strongly agreed with the statement, 34.3% agreed with the statement while 4.8%
strongly disagreed with the statement.
This response essentially highlighted the benefits of relying on certain internet platforms in order
to boost the interaction between employees and their ability to implement their duties as
expected. Specifically, the ability to connect and communicate irrespective of the geographical
location is one of the aspects which has proved vital to teamwork131. It is also worth noting that
teamwork always depends on better management approaches and organization. As shown in the
131
literature review section, information technology has resulted to improved organization as
attributed to the reduction in the number of employees. Apparently information technology has
resulted to the reduction in the size of organizations which has subsequently improved teamwork
in the organizations. In other the decrease in the size of organizations has made it possible for the
various stakeholders to stay connected and involved in the running of the organization. It is also
worth noting that decision making in teams is always influenced significantly by the number of
participants involved. In this case smaller teams have a better chance of making decisions as
opposed to larger teams. This as such is one explanation for the responses given by the
respondents as highlighted above.
Do you believe the use of internet has positively affected employee attitudes towards their
duties?
agree disagree
No. 188 127 61 10 5
Percentage 48.05 % 32.47 % 15.58 % 2.6 % 1.30 %
In regards to the impact of the internet on employee attitudes, most of those queried strongly
agreed with the statement. For instance, 48.05% of them strongly agreed with the statement
whereas 32.47% agreed with the statement. This, in essence, points to significant importance to
the organizations. Apparently, the high number of agreements with the statement is indicative of
the benefits which the employees accrue from the use of information technology. As shown in
the first chapter of this study, information technology has significantly improved the working
conditions for the employees. Notably work at home incidences have been on the rise with a
large number of workers preferring to complete their duties at the comfort of their homes132.
Those working in offices have significantly benefitted from these improvements given the fact
that most of their tasks can be easily implemented at home with the use of voice, and image
conveying technologies. The emergence of teleconferencing has also enhanced work at home
practices. Such conditions have had a subsequent impact on the employees given the fact that
they can easily achieve a work life balance which has been associated with better employee
attitudes towards work133. Besides that, the response is also indicative of the improved
interaction with other employees and managers. As shown by Islam, Jasimuddin, and Hasan,
(2015, p. 68) the use of information technology has resulted in the simplification of the
organizational structure. This in essence implies that the junior employees can easily approach
their seniors for advice regarding work-related issues. This subsequently has resulted in easier
resolution of issues and the creation of a better work environment134. This as such explains the
improved attitudes towards tasks and responsibilities at the workplace. Ostensibly technology
has significantly improved the working conditions for the employees.
4.5 Impact of the internet on personal life
Do you think the use of the internet has improved your job skills?
agree disagree
No. 43 157 132 49 5
132
Organizational Psychology and Organizational Behaviour, 3, pp.349-375
133
Estalaki, K.G., 2017. On the impact of organizational structure on organizational efficiency in industrial units:
industrial units of Kerman and Hormozgan provinces. Estação Científica (UNIFAP), 7(3), pp.95-105.
134
Percentage 11.69 % 40.26 % 33.77 % 12.69 % 1.30 %
Most of the respondents as indicated in the above table were in agreement that the use of the
internet has significantly improved their job skills. In particular, 11.69% strongly agreed with the
statement while 40.26% were in agreement, thus bringing the total of those who agree with the
statement to 51.95% a clear indication of the benefits of internet to the employees. As indicated
by Piabuo, Piendiah, Njamnshi, and Tieguhong, (2017) some of the notable factors which have
contributed towards the development of this phenomenon include the ability to acquire training
materials online. However, it is the ability to acquire education from online platforms that have
proved revolutionary towards enhancing the skills possessed by employees135. This is based on
the fact that these platforms allow one to acquire additional training without necessary visit the
physical locations of the institutions136. Besides that, the ability to effectively carry certain tasks
such as servicing the customers’ needs as well as protecting data proves that information
technology has improved the skills and ability of the employees to handle their tasks.
The increased communication between employees and the management is another aspect which
can explain the assertion by the respondents that information technology has resulted in
improved skills. This is based on the fact that the improvement in communication has enhanced
the exchange of information vital for the improvement of skills. As shown above technology has
significantly made it easy for employees to interact. Apparently this is one area which has
135
MALIK, R. and Ravinder, K.A.U.R., 2017. Emerging Trends in Organizational Behaviour: A Perspective.
International Journal of Research in IT And Management, 7(2), pp.10-20.
136
resulted in improved skills since conversations centred on workplace issues increases the
likelihood of better handling of problems.
Has media networking influenced your lifestyles in society?
No. 70 178 122 20 10
Percentage 15.58 % 45.45 % 31.17 % 5.19 % 2.6 %
As indicated in the table above, media networking has an influence on one’s lifestyle. With
45.45% of the respondents agreeing with the statement it is evident that information technology
has an impact on various aspects of life. Only 2.6% of the respondents indicated that they do not
believe that social media has an influence on their lifestyle in society. The data highlighted in
this case are a clear reflection of the information highlighted in the first chapter of this study. As
shown, information technology has made it possible for employees to conduct their tasks at the
comfort of their homes137. This has been made possible by the fact that technology allows for the
transfer of data and information which could have been carried out at the workplace hence
enabling work at home conditions. The studies have also proven a worrying trend whereby the
natural relaxation hours have been eradicated courtesy of technology138. As shown above, up to
53% of workers in the US have had to extend their working hours beyond that which had
traditionally been regarded as work hours139. In essence, this has led to the erosion of free time
which has always been vital for work-life balance. In this regard, therefore, it is clear that
information technology has had both positive and negative impacts on employees and their
137
138
Haines, R., Scamell, R.W. and Shah, J.R., 2018. The Impact of Technology Availability and Structural Guidance
on Group Development in Workgroups Using Computer-Mediated Communication. Information Systems
139
Organizational Psychology and Organizational Behaviour, 3, pp.349-375
lifestyle in society140. The loss of jobs is another aspect which can explain the overwhelming
indication that the information technology has an impact on the respondents’ lives. Apparently
the loss of jobs has a significant impact on one’s life since they may not be able to maintain their
lifestyles. In this regard the fear of job losses as a result to information technology has had an
immense negative impact on the perspectives of the employees who are no longer assured of
their job security as it was in the past. As shown in the literature review section the jobs targeted
in this case are those which are considered repetitive and those in the service industry.
Do you believe the internet has improved your life as an individual?
No. 81 168 71 40 30
Percentage 20.78 % 42.86 % 18.18 % 10.39 % 7.79 %
Most of those queried held the perspective that the internet has significantly improved their lives
as individuals. In particular, 42.86% of the respondents were in agreement with the statement
whereas 20.78% were in strong agreement with the statement. Some of the reasons which can be
given for such a reply is that technology has enabled employees to effectively complete their
duties and responsibility and subsequently earning higher payments. It is also worth noting that
the employees tasked with handling customer concerns have had a significant improvement as
they can easily address the issues raised and in an effective manner141. From an individual
perspective the ability to acquire services and communicate effective area some of the notable
reasons which can be given for the overwhelming indication that social media has benefited the
said participants. Apparently as shown in the literature review section information technology
140
Großer, B. and Baumöl, U., 2017. Virtual teamwork in the context of technological and cultural transformation.
IJISPM-International Journal of Information Systems and Project Management, 5(4), pp.21-35.
141
Kamel, S.H. and Rizk, N., 2019. The Role of Innovative and Digital Technologies in Transforming Egypt Into a
Knowledge-Based Economy. In Handbook of Research on the Evolution of IT and the Rise of E-Society (pp. 386-
400). IGI Global.
has had a significant impact on various aspects of life with the communication and productivity
being the most affected.
Do you believe that the internet has a positive impact on your earning power?
agree disagree
No. 150 176 39 20 0
Percentage 38.96 % 45.45 % 10.39 % 5.19 % 0%
In response to the query on the impact of the internet on employee earning power most of those
queried were in agreement that they had observed a positive impact on their earning power. In
particular, 38.96% of the respondents strongly agreed with the statement whereas, 45.45%
agreed with the statement. Further, only 5% of the respondents disagreed with the statement a
clear indication that most of the workers had benefited in one way or another from information
technology at the workplace. The above statements are a clear reflection of various studies
regarding the impact of technology in the workplace. As showing the first chapter of this study,
information technology has had an immense impact on the workplace with notable benefits being
the removal of barriers to communication between employees142. In addition to that, a significant
number of employees in the recent past have been allowed to work from the comfort of their
homes. In other words, technology has removed the requirement that paid work to have to be
conducted within certain premises and within certain timelines. Such achievements have
therefore enabled employees to engage in more than one jobs at a moment and subsequently
improving their earnings.
142
Truijens, F.L., Desmet, M., De Coster, E., Uyttenhove, H., Deeren, B. and Meganck, R., 2019. When quantitative
measures become a qualitative storybook: a phenomenological case analysis of validity and performativity of
questionnaire administration in psychotherapy research. Qualitative Research in Psychology, pp.1-44.
4.6 Summary
The above discussion on the questionnaire results points out to the fact that information
technology has had numerous benefits to employees in their process of meeting the customer
requirements. In particular the discussion reveals that information technology has led to the
creation of numerous communication channels which has made the interaction between
employees and the customers more efficient. The in-house communication has enabled an
improved coordination of activities between the employees whereas external communication has
resulted in better handling of customer concerns.

5.0 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
From the study conducted above, it is clear that information technology has various benefits to
customer communication. In essence, the study reveals that information technology provides
ample and conducive conditions under which the employees and various other stakeholders
within an organization can effectively meet the needs of their clients and resolve their concerns
in a timely manner.
In essence, the study has resolved to provide answers to the various research questions which
were highlighted in the first section of the study. For instance in regards to the question “What is
the technology leadership behaviour of the management in terms of business ethics
standards?” the data highlighted in tables in chapter 3 point out to the fact that technology has
resulted in improved handling of data. Unlike in the past, information technology, as shown
above, has made it possible for organizations to introduce restrictions regarding the use of certain
data. In particular, this has been achieved through the use of passwords and other restrictions
which ensure that only authorized individuals can gain access to information. In this case
therefore is evident that technology has significantly improved business ethics given the fact that
sensitive information is provided a better protection. Irrespective of the numerous hacks and data
loss, the use of technology is still regarded as a better way towards ensuring the safety of data.
Regarding the research query “What is the link between the utilization of technology for
instruction, organization, and communication with technology leadership behavior?” the
results highlighted in the third chapter reveals that employees and organizations can benefit
significantly from the use of information technology. Notably, the firms which incorporate
information technology in their operations are able to improve the performance of their
employees. As shown above, those organizations which increase their utilizations of information
technology tend to have a conducive work environment which encourages integration and
subsequently boosting the productivity of employees. This is reflected in the case of Google
where the employees are allowed to dress in casual wear in the workplace. In addition to that
information technology as indicted in the results, section has resulted in improved international
between employees and in regards to teamwork operations.
Regarding the research question “What immediate influence on products can be felt after
revamping the sector of information technology for customer communication?” the study
above revealed that the organizations can be able to provide the most appropriate products which
meet the needs of the consumers. Apparently, the study reveals that information technology
allows firms to gain access to a wide array of information which is critical in the development of
appropriate products and target marketing. In this case, the firms can easily develop the goods
which match the specific needs of its consumers and hence reducing the efforts required in the
marketing of products.
In regards to the question “What are some of the steps to be taken in realizing better inflow
and outflow of information within and outside the firm?” it is evident from the data presented
in the third chapter that information technology has a direct impact of improving the inflow and
outflow of information within organizations. In particular, the study reveals that the use of
various technology platforms such as the internet can lead to improved communication both
within the organization and with other stakeholders outside the organization. Specifically, the
study reveals that it is possible to heighten communication through the utilization of various
types of information channels such as social media and emails.

Regarding the question “What are the criteria of building proper communication structures
between customers and the producers or the vice versa?” it is clear from the study that
information technology provides one of the most effective strategies and platforms for building
information structures. In particular the use of social media platforms for interacting with the
customers is one important approach for improving the overall promotion aspect of the
organization. As shown above social media is characterized with high interaction levels between
the participants, an aspect which is good for word of mouth form of marketing to flourish. As it
is the use of word of mouth has been found to be the cheapest form of marketing which implies
that the firm stands to benefit from reduced marketing costs while at the same time improving its
performance.
In regards to the question “What are some of the causes of poor communication network
within a firm and what are the effects thereof?” the data in the third chapter indicates that
most of the respondents were in agreement that information technology has had a positive impact
on their operations at work. This is attributed to the fact that technology enables employees to
share information pertaining to the customers and the overall performance of the firm. This is
attributed to the fact that the employees and the management can easily identify issues and
resolve them as they emerge. In addition to that, the firms are able to effectively meet the needs
of the consumers. On the other hand, poor communications can have numerous repercussions on
an organization. Specifically, poor communication can result in poor performance within an
organization. This is attributed to the fact that the employees find it difficult to coordinate their
operations and subsequently leading to costly confusions. Studies have revealed the fact that the
inability to get proper directions and order the employees are unable to follow the objectives of
the organization. Some of the notable causes of poor communication as shown in the discussion
is the inability to properly use the information technology platforms. In as much as these systems
have improved communication some have hampered communication. A notable example in this
case is the use of text messaging applications during workhours an aspect which has been found
to result in time wastage.
5.2 Recommendations
In line with the above-highlighted issues, it is evident that organizations should strive to
incorporate various information tools in its management. Apparently, this is one of the best ways
through which the firm can significantly reduce the pressure on its employees. In addition to that
that such approaches will result in reduced operational costs for the firm and subsequently
ensuring its productivity. In other words, a focus on technological tools will enable the firm to
effectively communicate with its consumers and subsequently improving its performance.
It is also worth noting from the above discussion that in as much as information technology has
been beneficial there are other areas which have experienced a negative impact. Notably the use
of text messaging application such as WhatsApp has ended up leading the to time wastage at the
expense of service provision. It is therefore integral that the organization should put in place the
necessary measure to limit the use of such application as it can significantly affect customer
communication and subsequently the performance of the firm.
The importance of networking in improving communication and the overall performance of the
organization has also been revealed from the above discussion. Apparently networking through
the use of social media platforms has the capacity of improving the advertisement and product
promotion significantly. It is therefore important that the organization should be embrace the use
of social media in its operations. In particular it should interact with the customers using this
platform as it has the capacity of improving the overall performance of the firm.
In order to provide sufficient evidence to the matter under investigation, it is imperative that
further adequate empirical research is conducted to shed more quantitative evidence to this study.
It is therefore expected that this research will elicit interest in the field for other scholars to
empirically study the subject area.

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Running head: Application of IT Technology for customer communication 1

APPLICATION OF IT TECHNOLOGY FOR CUSTOMER COMMUNICATION

1.0 CHAPTER 1: INTRODUCTION ........................................................................................ 6

1.1 Background of the Thesis ................................................................................................. 6

1.2 Research Statement .......................................................................................................... 9

1.3 Objectives ......................................................................................................................... 9

1.4 Questions .......................................................................................................................... 9

1.5 Definition of Terms............................................................................................................. 10

2.0 CHAPTER 2: LITERATURE REVIEW ........................................................................... 12

2.1 Introduction .................................................................................................................... 12

2.2 Marketing ....................................................................................................................... 12

2.3 Customer relationship management ............................................................................... 13

2.4 Impact of technology on organizational management ................................................... 16

2.5 Improved organization ................................................................................................... 18

2.6 Improving productivity .................................................................................................. 19

2.7 Reduced cost of management ......................................................................................... 22

2.8 Improved security........................................................................................................... 24

2.9 Increased collaboration between organizations.............................................................. 24

2.10 Impact of information technology on organizational culture ..................................... 25

2.11 Impact on employees .................................................................................................. 27

2.12 Impact on advertisement experience and contact with customers .............................. 29

2.13 Effects of poor communication .................................................................................. 30

3.0 CHAPTER 3: METHODOLOGY ..................................................................................... 32

3.1 Introduction .................................................................................................................... 32

3.2 Data Collection ............................................................................................................... 33

3.3 Data Analysis ................................................................................................................. 36

3.4 Summary ........................................................................................................................ 36

4.0 CHAPTER 4: FINDINGS AND DISCUSSIONS ............................................................. 37

4.1 General information ....................................................................................................... 37

World Wide Web ...................................................................................................................... 38

4.2 Effect of technology use on an organization and management ...................................... 40

4.3 Internet skills .................................................................................................................. 44

4.5 Impact of the internet on personal life ........................................................................... 49

4.6 Summary ........................................................................................................................ 54

5.0 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS ....................................... 55

5.2 Recommendations .......................................................................................................... 58

were administered to a population of 393 individuals. The questionnaire consisted of 15

the approach used by organizations in meeting the needs of their customers.

1.0 CHAPTER 1: INTRODUCTION

1.1 Background of the Thesis

particular communications in the contemporary society are implemented through various

rooms, and social media channels1. As shown by Goodman-Deane, Mieczakowski, Johnson,

possible for people to communicate and subsequently revolutionizing communication entirely2.

technologies. From the author’s perspective, the combination of the above-highlighted

Customer relationship management has also emerged to be an integral component for

organizations6. In particular organizations and businesses, in general, have come to the

definition. In particular relationship, marketing is directly focused on the maintenance of a close

goods which meet their needs11.

actualization of modern computing (Winarsky, 2016). In as much as there is no single

internet as well as the people involved in the use of such technologies18.

1.2 Research Statement

rotation system prevents consistency and productivity in a firm.

development of systems which enable proper communication with the customers.

communication with technology leadership behaviour?

technology for customer communication?

within and outside the firm?

producers or the vice versa?

1.5 Definition of Terms

satisfying their requirements22.

2 Productivity- is defined as efficiency in the process of production23

4 Customer communication- establishing communication with the customers25

5 Technology leadership- the process of developing and implementing technology projects26

2.0 CHAPTER 2: LITERATURE REVIEW

organization as a means of creating awareness. By extension marketing management is