Venkatesh, V., Bala, H., and Sykes, T.A.
Production and Operations Management, 19, 2010, 591-613.
India is an
important frontier for economic growth, investments, and development.
Like the manufacturing industry, the service sector in India is also
booming. Following the trend of their western counterparts, service
organizations in India are implementing enterprise-level information and
communication technologies (ICTs) to support service processes. In this
paper, we used socio-technical systems theory to develop hypotheses
about the effects of ICTs on the five job characteristics, i.e., skill
variety, task identity, task significance, autonomy, and feedback, as
specified by the job characteristics model (JCM). We also tested the
entire JCM that relates job characteristics to job satisfaction and job
performance via various mediators and moderators. We conducted a
32-month long field study of 1,743 employees, with data gathered before
and after an ICT implementation at a bank in India. We found that
although the ICT enriched employees’ job characteristics, employees
reported significantly lower job satisfaction and job performance. To
understand this puzzling finding, we conducted a qualitative study and
identified four contextual forces contributing to these results:
environmental barriers, learning difficulty, culture shock, and employee
valuation. These findings reveal factors that hinder successful
implementation of ICTs in the service sector in India and possibly,
other developing countries.
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