The relationship between information technology and service quality in the dual‐direction supply chain: A case study approach

Providing high levels of service quality to customers has become a necessity for companies to remain competitive in the marketplace. This paper reports the findings from a case study of a language school agency. As a “communication 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 service quality that both of these groups use in evaluating customer service is the communication of accurate and timely information. Service quality provided to student customers is primarily facilitated through the use of the Internet, while Spanish immersion school customers rely on telephone communication, e‐mail, and in‐person visits. Implications for this dual‐direction customer focus and the use of the Internet in the service transaction are presented.