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Sat, Nov 4, 9:30 - 9:55, Normandy B Paper (refereed)

Recommended Citation: Weathers, J, J Wei, and A A Ozok. A Teaching Case Study on E-Customer Chain. In The Proceedings of the Information Systems Education Conference 2006, v 23 (Dallas): §3145. ISSN: 1542-7382.

A Teaching Case Study on E-Customer Chain

Refereed

11 pages

John Weathers    [a1] [a2]
College of Business
The University of West Florida    [u1] [u2]
Pensacola, Florida, USA    [c1] [c2]

June Wei    [a1] [a2]
Department of Management / MIS
The University of West Florida    [u1] [u2]
Pensacola, Florida, USA    [c1] [c2]

A. Ant Ozok    [a1] [a2]
Department of Information Systems
The University of Maryland Baltimore County    [u1] [u2]
Baltimore, Maryland, USA    [c1] [c2]

This paper aims at developing a teaching case of electronic-customer (e-customer). The U.S. commercial airline is used as an example to show how to develop e-customer chain model and apply it to the real industry in a classroom setting; and therefore, enhance the teaching of customer chain in a classroom. Specifically, first, an e-customer chain model in the commercial airline industry is developed to show how to integrate Information Technology (IT) into customer chain. Secondly, the e-business solution items are decomposed and derived based on the developed e-customer chain model. Thirdly, analysis of these e-business items is further conducted for the top ten dominant airline companies in the U.S. airline industry. The finding shows that the average and maximum levels of e-business implementation for these ten companies are 60.6 and 68. This teaching case study can be an educational tool of e-customer chain to use in an e-commerce or an MIS course.

Keywords: commercial airline industry, e-customer chain, Information Technology adoption, e-business

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