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Even now in the age of e-business, companies need to recognize that their customers may adopt new online forms of communication or transaction at varying rates. This study, which compares the communication and transaction preferences of customers of document management equipment manufacturer, finds that online adoption is not as far along as one might think, and preferences differ depending on the type of firm and job function. Thus, it is important to understand not only where individual customers are in this regard, but also to realize that communication or transaction media may be perceived differently by various customer groups.
Thomas C. Boyd, Andrew J. Rohm, Dan T. Dunn, Customer-focused online exchange strategies: Does one size fit all, Business Horizons, Volume 47, Issue 3, 2004, Pages 67-74, ISSN 0007-6813, https://doi.org/10.1016/S0007-6813(04)00030-8.