Conceptual Study of Relationship Signals in the IT Services Sector in India. Issue 3 (2nd July 2016)

• Record Type: Journal Article
• Authors: Biswas, Supriya
• Is Part Of: Journal of relationship marketing. Volume 15:Issue 3(2016)
• Page Start: 154
• Page End: 171
• Publication Date: 2016-07-02
• Subjects: moments of truth -- negative relationship signal -- positive relationship signal -- relationship assessment program -- relationship recovery -- relationship signals -- relationship temperament matrix -- scope creep -- service recovery -- technology trap; Relationship marketing -- Periodicals; Marketing -- Management -- Periodicals; Customer services -- Quality control -- Periodicals; 658.812
• DOI: 10.1080/15332667.2016.1209049
• Languages: English
• ISSNs: 1533-2667

Abstract

ABSTRACT: Technology trap is a term coined by Indian IT professionals to indicate when both client and IT service providers are lured into an enormous scope creep in the client's requirements. As a consequence, the mood of the business is subjected to disabling stress, and service delivery problems become difficult to avoid and not uncommon in the Indian scenario. There are instances where it can be disproportionately large and critical. These circumstances and growing uncertainty in the business scenario anticipate the relationship manager to be armed with a sense of preparedness by reading and deciphering the relationship signals —a new term coined and defined in this study. This article examines the signals or messages of clients emerging out of the relationship temperament matrix. The signals are interpreted in terms of different combinations of stress and conflict with respect to proactive and reactive service providers. Signals are mapped with matrix components and their corresponding outcome, as well as the actions to be taken to offset the negative effects. Attempts have been made to corroborate appropriate deductions using literature dealing with business relationship conflicts and issues in the IT sector. Eliciting academic potential of this study is not this study's only objective, but it is important to be aware of the ordeals and chaos faced by the relationship managers. Including relationship signals in the literature of relationship marketing is proposed.