The relationship between information technology and service quality in thedual-direction supply chain - A case study approach

Providing high levels of service quality to customers has become a necessit y for companies to remain competitive in the marketplace. This paper report s the findings from a case study of a language school agency. As a "communi cation channel intermediary': the case study firm provides a high quality! service to customers located upstream (Spanish immersion schools), as well as downstream (students) in its supply chain. The key determinant of servic e quality that both of these groups use in evaluating customer service is t he communication of accurate and timely information: Service quality provid ed to student customers Is primarily facilitated through the use of the Int ernet, while Spanish immersion school customers rely on telephone communica tion, e-mail, and in-person visits. Implications for this dual-direction cu stomer focus and the use of the Internet in the service transaction are pre sented.