Marketing a Computer System: Implications of the Buyers' Decision Processes

Abstract

Who, in the organization, buys the computer system? How are various departments involved in the organizational decision process? T V Seshadri and N Kinra analyse the decision processes of 30 organizations that had bought a computer system—mini, mainframe, or macro. Based on a questionnaire study and factor analysis, the authors conclude that the EDP department and Board of Directors are critical in the buying grids of the purchasing organizations. They draw implications of their findings for managers marketing computer systems.

A Study on the Effects of Dimensions of Service Quality on Customer Satisfaction in the Indian IT Hardware Industry with Special Emphasis on Medium Size B2B Sector

“…For details see: (Beinstock et al, 1997; Bolton et al, 2008; Chase et al, 1992; Chumpitaz et al, 2004; Gummesson, 1978, 1993; Rust et al, 1995; Walter et al, 2000; Zeithaml et al., 1993); service performance and delivery (Banwet and Datta, 2000; Brady and Cronin, 2001; Brogowicz et al, 1990; Chase and Bowen, 1988; Chumpitaz et al, 2004; Cronin and Taylor, 1992; Donaldson, 1994; Garvin, 1988; Gronroos, 1983, 2000; Gummesson, 1978, 1993; Heskett, 1986, 2006; Homburg et al, 1999; Lovelock, 1983; Oliver, 1993; Parasuraman et al, 1985; Rao and Krishna Mohan, 2005; Rossomme, 2003; Rust and Oliver, 1994; Schemenner, 1986 1993; Parasuraman et al, 1988; Seshadri et al., 1988; Sharma et al, 1999; Stanworth et al, 2008); service competitiveness/technical preparedness (Anderson et al, 1997; Chase and Hayes, 1992; Gounaris, 2005; Gummesson, 1978; Lehtinen et al, 1985; Lovelock, 2004; McCluskey, 2004; Parasuraman, 2000, Qualls et al, 1995; Rauyreun et al, 2007; Seshadri et al, 1988; Stanworth et al, 2008; Strobacka et al, 1994; Svensson, 2003; Walter et al, 2000; Wilson, 1995; Zolkiewski et al, 2007); effective service behavioural skills and customer interactions (B...…”