CUSTOMER ACCESS INFORMATION TECHNOLOGY (CAIT) DEPLOYMENT EVALUATION

Abstract

Customer access information technology offers great potential benefits to both the organization and its customers. However, managers lack methods for evaluating these technologies and determining whether conditions exist for success. We propose a model from Marketing Science which captures factors influencing the success of a CAIT. The factors include value platform features - features of the CAIT, and location strategy features - features of the environment into which the CAIT is deployed. This model is applied to home banking, providing insights as to types of systems most likely to be successful.