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You searched Library Catalogue - At issues series
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Call Number (WOU)
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SP CEMBA 2013 55
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Author
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Seow, Cheng Yew
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Title
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SingTel Back Office : a case study on new technology and system acceptance by Back Office operational staff through the TAM (Technology Acceptance Model) theory/ Seow Cheng Yew
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Abstract
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For the telecommunication industry, a call/contact centre is its most visible strategic arsenal in its goal of delivery services to meet the ever increasing customer experience. It is a business battlefield where millions of dollars of products and services are sold and purchased at every second of each day which bring about the lost and gain of precious customers in a highly competitive industry. As leading telecommunication companies become more creative in disseminating product information and providing value to their customers over telephone lines, it is only natural that they look to the call/contact centre as their beachhead into the market. With the importance of call centres on the rise which creates higher complexity and as re-designing activities within them growing rampant, the need to inculcate and accept new technologies and systems in terms of tracking and managing operational indexes becomes more crucial as a way to ensure the higher operational excellence that translate to business continuity or growth.
This study focuses on the mentioned problem from the back office operational complexity perspective in accepting new technologies in SingTel as the targeted telecommunication company. The key effort of this study is to uncover the influence of external factors in terms of Perceived Ease of Use and Perceived Benefit as depicted in the Technology Acceptance Model (TAM) towards the improving the staffs attitude and acceptance towards using new technologies which can be measured through the actual use of new technologies or system.
The literature review cited in this study on technology acceptance and the increasing complexity and challenges in the call/contact centre industry set the rationale need to understand the influence of external factors in the TAM theory in the SingTel back offices. In tandem, a survey of 103 staff was conducted based on the TAM concept. Thus the study's conclusion is derived from the findings of the literature review, the survey done with recommendations for feasible strategies for the successful inculcation and acceptance of new technologies in the SingTel back offices and perhaps as a learning knowledge towards other telecommunication companies.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013.
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Physical Description
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1 online resource ( 102 pages) : illustrations, text file, PDF.
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Subject
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Telecommunication industry -- Malaysia
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