A review of the interrlationship among management, information technology, and in-house end-user: empirical propositions.
Alshare, Khaled
BACKGROUND
Information Technology is one of the most powerful innovations in
history that affects our way of life, thus any investigation shedding
light on such an important issue is worthwhile (Montealagre, 1999). In
addition to that, IT has radically altered the way many industries
conduct their business (Ansel & Dyer, 1999). Moreover, IT represents
about half of all capital investment on a global basis (Martinsons &
Chong, 1999). IT is one of the top industries worldwide. More
importantly, it is helping countries and companies of all sizes reach
their strategic goals (World Information Technology and Services
Alliance (WITSA 1998)). IT represents the business of the future and
communities realize that the most vital economies of the 21st Century
will be predominately led by IT businesses (World Information Technology
and Services Alliance (WITSA 1998)). As a result, many studies have
focused on examining different aspects of IT. For example, few of those
studies have examined the determinants of IT adoption and usage by
employees (Mathieson, 1991, Moore & Benbasat, 1991). Other studies
have investigated the relationship between end-users' attitude and
perceptions and the actual use of IT (Ajzen & Madden, 1986,
Al-Khaldi & Wallace, 1999, Davis, 1989, Lin & Shao, 2000, Ozer,
2001). On the other hand, a few studies have discussed the process that
influences the acceptance of IT (Agarwal & Prasal, 1999, Rogers,
1995).
In a business community, it is observed that the interaction
between humans and machines influence the future of a business. Among
the most important aspects of a business is the use of information
technology (IT) and its effect on human behavior, which ultimately
directs the productivity of employees. The use of IT has definitely
changed people's lives. The changes extend to almost every segment
of one's daily life, especially human behavior, which can have a
significant impact on the business environment. Implementing any type of
IT definitely has an effect on employees; thus, management should study
it and adjust the various parameters involved. There is also a need for
continuous monitoring of the implications of the social impacts of IT.
New technology can be successfully implemented only if it is acceptable
to end-users.
The effect of IT on end-user productivity has been investigated in
depth by many researchers. These types of studies have been known in the
literature as "productivity paradox" (Brynjolfsson 1993,
McCune 1998, Strassmann, 1999). A major new study of the world's
information communication technology (ICT) spending reveals that the
global high tech industry surged to over $2.1 trillion in 1999, and it
is expected to surpass $3 trillion in 2003 (WITSA, 2000). North America as a region continues to lead the world in overall ICT spending, which
reached $796 billion in 1999 (WITSA, 2000). Businesses in America spent
more than $2 billion a year on information technology (McCune 1998). Yet
the question that still remains unanswered is does this spending of
information technology payoff in the form of increased productivity? The
answer might vary because it depends on many factors such as the type of
industry that has been investigated, the method in which productivity is
measured, and model specifications. Many of these studies have concluded
that the reward from IT investments is inadequate due to the following:
(1) there is too much "technology for technology's sake,"
(2) relations between IT users and IT specialists are poor, and (3)
system designers do not consider users' preference and work habits
(Bensaou & Earl 1998, Mallalieu, Harvey, & Hardy 1999,
Strassmann, 1997). On the other hand, other researchers have reached a
different conclusion that IT has a positive impact on productivity
(Brynjolfsson & Hitt 1998).
The implication of the above discussion is that a company should
think twice before purchasing the latest in technology (McCune 1998).
Since investment in IT usually requires a large amount of capital, it
should be appropriately utilized by end-users so it might increase their
productivity and effectiveness in decision making and other areas.
However, motivation of end-users to utilize IT remains a significant
problem for organizational managers (Bhattacherjee, 1998). Since IT
adoption and usage are critical prerequisites for obtaining the
productivity benefits that have been promised by IT, management should
be aware of end-users' perception of new IT prior to adoption and
post-adoption (Karahanna, Detmar & Chervany 1999). A review of IT
implementation research indicates that end-users' utilization of IT
depends not only on their beliefs, attitudes, and intentions, but also
on management strategies, policies, and actions (Back & Moreau 2001,
Bloodgood & Salisbury 2001, Ives & Olson 1984, Leonard-Barton
& Deschamps 1988). Despite the fact that many studies have examined
the effects of individual variables (e.g., beliefs, attitudes) and
managerial variable (e.g., management support), very little attention
has been devoted to the interaction among management, IT, and end-users.
A complete understanding of IT implementation requires an
integration of management, IT, and end-users' perspectives with a
common framework. This paper addresses this issue by studying the
relationship among the three components. The general research question
that guided this paper is "what is the framework that can help
keeping the relationship among management, information technology, and
end-users in balance?" Even though, the paper does not have an
empirical data to support its propositions, it identifies many
"problems" for general management attention. These identified
problems were based on both personal interviews with managers and
existing literature. Moreover, the research presented here also has
practical implications, through the proposed propositions, for managers
responsible for making decisions regarding the implementation of a new
IT by providing the HOW component (the solutions). Moreover, normative guidelines are provided after the discussion of each set of the proposed
propositions.
The paper is organized as follows: Section 2 provides a discussion
of preparing end-users for a successful implementation of a new IT.
Section 3 presents the social effects of IT on the end-users'
behavior in the workplace. Section 4 explains the relationship between
end-users and IT. Conclusions and suggestions for future work are
discussed in Section 5.
PREPARING END-USERS FOR A SUCCESSFUL IMPLEMENTATION OF A NEW IT
The organization is an open system that interacts with its
environment. End-users, as part of the organization body, interact with
their internal and external environment. IT usage typically requires
end-users to spend effort in overcoming usage barriers, such as learning
curves and social inertia and may therefore be resisted by end-users.
The field of human engineering has suggested that ease of use is the
primary factor for end-users' acceptance of IT (Bradley 1998,
Karahanna & Straub 1999). However, one of the key factors that may
influence the acceptance of new IT is organizational climate (culture)
(Fink 1998, Prager & Overholt 1994, Shadur, Kienzle & Rodwell
1999). Moreover, organizational culture is found to be the most
significant factor in the adoption of IT (Hasan & Ditsa 1999, Tolsby
1998). It is worth mentioning that the factors that influence IT
adoption are the same for both developed and developing countries
(Dasgupta et al., 1999). Management' awareness of end-users'
attitudes to new technology can help in predicting and controlling end
users' resistance to change. A successful organization knows how to
make a positive impact on end-user attitude. For example, this can be
accomplished by providing them either with incentives (e.g.,
recognition, praise, and monetary reward) for IT use or penalties
(demotion) for non-use (Bhattacherjee 1998).
Major barriers to rapid implementation of IT seems to be
end-users' acceptance of the new IT and managerial ability to
overcome technological complexities (Mahmoud & Rice 1998). The
adoption of new technology takes place gradually but progressively
through a given course of management actions (Montealagre 1999). The
process of IT adoption and use is a vital factor in realizing the
benefits of IT. Karahanna, Detmar, and Chervany (1999) pointed out the
importance of evaluating the sequence of activities that lead to the
initial adoption of IT and the consequence that follows that adoption.
The authors provided the answers for the following questions regarding
the usage of IT: "Do employees change their attitudes and beliefs
over time?" and "Is there any difference between employees who
adopt and employees who actually use IT?" It is found that
potential adopters' intention to adopt is determined by normative
pressure (perceptions of usefulness and ease of use), whereas
users' intention is determined by attitudes (belief of usefulness
and perceptions of image enhancement (Karahanna, Detmar, & Chervany
1999).
Humans have the capability to adapt to any kind of change if it
comes in a proper way. The need for changing any type of activity is
always a strong reason for its adoption. Once a person realizes the
importance of a new tool, he or she will work harder to acquire it. For
example, if a company uses e-mail for memos and disseminating information, then every employee will learn how to use e-mail. The fact
that this type of IT is important for improving employee performance
will create the desire to change. Thus, introduction of any change
should come from a personal point of view: why and "what is in it
for me?" A successful organization anticipates changes rather than
reacts to them. Generally speaking, if employees have the opportunity to
anticipate the way in which their work will change, they will alter
their behavior to match the new realities (Crabb 1993). The personality
traits of employees, which are shaped by genetic and experience factors,
affect the employees' behavior in an organization.
Management's acknowledgment of some dimensions of the personality
traits, such as psychological needs, cognitive abilities, and
interpersonal styles, will enable it to influence and predict
employees' behavior (Myers et al., 1993). The dimensions of
personality traits provide management with valuable information about
end-users, such as open-versus-closed minds or
risk-taker-versus-risk-avoider; so management might have a better
understanding of employees' psychological needs. In general, people
change their attitude by learning. Adequate training and gradual
integration of necessary knowledge make a hard job easier. These two
concepts, change and learning, are essential for management to make a
smooth transition from an old to a new technology. Any new IT creates a
new set of behaviors between the users and the system, on one side, and
between the individuals themselves, on the other side. Therefore, it is
management's responsibility to identify what new behaviors are
required as a result of new technology (Crabb 1993).
A notable study by Bhattacherjee (1998) addresses the questions of
why and how management can influence its employees to use new IT. In
that study, the author examines managerial incentives and controls that
are linked to IT usage using a Principal Agent Model (PAM). The
Principal-Agent-Model (PAM) describes the behavior of two parties
involved in a business relationship in which the payoffs of one party
(the principal) depend on the actions of the other (the agent). The
agent (end-users) may act in a manner that is inconsistent with
principal's (management) interest, resulting in an agency problem.
The existence of such a problem might be for different reasons, such as
management's inability to accurately predict end-users behaviors or
management and end-users' differences in attitudes toward new IT.
For example, management acquires IT to achieve organizational benefits
(e.g., profits, productivity) and wants end-users to use the IT
appropriately so that their goals are achieved (Leonard-Barton &
Deschamps 1988). On the other hand, end-users value their individual
benefits (e.g., career achievement, leisure) over management goals
(Francik et al., 1991). As a result, the conflict of interests exist.
One solution to this problem is that management could have a mechanism
of incentives that would minimize the costs of motivating, monitoring
and ensuring the end-users commitment.
Managers should be aware of end-users' perception of the new
technology before the implementation process occurs and during the IT
development process. Moreover, a successful management tracks the
changes in end-user behavior after the implementation of a new IT. If
the end-users feel comfortable with the new technology, they will use it
in an effective manner. Management can influence end-users'
attitude regarding new technology by establishing values and norms in
the organization. The organization's culture plays a major role in
unifying end-users' behavior, so in the long run, management can
anticipate end-users' reaction to new technology. To evaluate and
predict end-users' behavior, management could examine
end-users' past behavior in similar situations to understand
patterns. The above ideas rise to the following propositions:
P1: Developing a positive attitude toward any new IT is negatively
associated with end-users' resistance to change
P2: Tracing the changes in end-user behavior is positively associated
with acceptance and a successful implementation of new IT.
P3: Management's recognition of end-user personality and behavior is
positively associated with accommodation of any changes due to
implementation of new IT.
P4: There is a positive correlation between monitoring the end users'
behavior during the IT development life cycle and the success of
implementation of new IT.
A positive attitude by the end-users toward a new IT could be
materialized by establishing incentives and training programs,
acknowledging the end-users personality traits, studying the past
history of the end-users regarding their attitude toward a new IT and
creating a profile for each end-user for future assignments. Moreover, a
supportive management style, a clear expectation statement for the
end-users, a unified culture tradition, acknowledging personal traits,
studying the past experiences of the end-users, and examining the
end-users behavior before and after the implementation process could
help management in achieving the above premises. In addition to that,
management might utilize both "use-case model" and prototyping
techniques for studying the changes in the end-users behavior. For
example, managers could utilize use-case model by making the end-users
work under different situations or scenarios and then record their
reactions and behaviors. Management can affect the end-users behavior
toward a new IT in many ways. For example, training the end-users to be
open minded and risk takers to accept new challenges. The use of
"use-case model" through workshops also enables management to
prepare the end-users for a new IT. The end-user involvement in the
process of implementing IT through effective communication systems could
gradually lead to make the necessary changes in the end-users behavior
(Schwalbe, 2002). In addition to that, a good technical support system
helps and encourages the end-users to make the necessary changes in
their behavior.
THE SOCIAL EFFECTS OF IT ON END-USERS' BEHAVIOR IN THE
WORKPLACE
IT has extended its effect to every aspect of the employees'
lives. The area most affected by IT is communication. New channels are
established for fast, less-expensive, and more-inclusive communication.
As a result, when employees have a better understanding of their
responsibility, they might be more cooperative. There is an assumption
held by many academia and managers that if employees are adequately
informed about matters that concern them (e.g., using new IT) and they
are allowed to make decisions relevant to their work, then there will be
benefits for both managers and employees. On the other hand, if
employees are not given sufficient information, then it is most likely
that employees would not be able to carry out their responsibilities
efficiently (Shadur, Kienzle & Rodwell 1999). Moreover, an effective
management style takes into account the way end-users receive its
messages, because individual employees interpret messages differently.
The failure or the misuse of IT occurs when managers are unclear about
the expectations they have of their employees. They either narrow their
focus and expect too little from employees, or they fail to define the
new behaviors they expect once IT is implemented.
With the new IT communication, privacy becomes a concern for each
participant. In many cases people have to pay a social price for new
technology, that is, to sacrifice simplicity and sense of community. The
privacy issue becomes the cornerstone not only for American people but
also for the world at large. IT could be used to monitor and track what
people are doing. Examples include how many keystrokes to enter per
minute, how many calls they handle per hour, and whether their time
online is spent at financial figures or bar figures (Greengard 1999).
There is strong evidence that links electronic performance monitoring
(EPM) with increased stress for employees. In their study, Aiello and
Kolb (1995) found that monitored workers felt electronic observation
made their jobs more stressful. This could lead to a reduction of job
satisfaction, an increase of social isolation, and an increase in the
perception that generating quantity is more important than producing
quality work. Continuous monitoring may also reduce the opportunity for
employees to socialize at work. This leads to the question of what
happens when employees become physically and socially isolated from one
another. However, management should be aware that if the workplace is
full of such activity, then it is not only that the productivity of the
employees might be negatively affected but also it might cause employees
to leave the company. Privacy in the workplace is a very complex issue
which includes management, end-users, IT, and legal issues, among
others. However, a clear written privacy policy is a good start
(Greengard 1999).
The workplace will not be restricted to any geographic constraint.
According to International Telework Association & Council (ITAC)
statistics, there were approximately 19.6 million teleworkers in the
U.S. in 1999 and the number is growing at the rate of about 10% per year
(Baffour & Betsey 2000). Moreover, the number of companies who offer
telework options is growing in that as many as 64% of American companies
allow employees to participate in some form of telework (Van Horn &
Storen 2000). People can live anywhere, manage their jobs from home, and
have more time to share with their families. Telework indeed might
provide parents with more time to spend with their children, but is it
focused time? Galinsky and Kim (2000) reported that the children whose
fathers telework are more likely to report that their fathers have hard
time focusing on them when they are together than children whose fathers
do not telework. These children are also more likely to feel that their
fathers work too much and place greater importance on their jobs than
family life. In addition to that, they are more likely to feel that
their fathers' work interferes with how they parent.
Telecommuting "virtual work" has brought new challenges
that need to be managed, such as the challenge of trust between
management and employees and the issue of loss of control from
management's perspective. To address such concerns, management may
need to change its style of operation in order to accommodate new
methods of communication and interaction with employees. For example,
management needs to have more trust and encouragement of employees so
they can perform their tasks more efficiently (Harrington & Ruppel
1999, Venkatraman, Tanriverdi & Stokke 1999). As a result,
management's role has evolved from that of "enforcement"
to that of "coaching" or "facilitating" (Pratt
2000). Another concern for management in the teleworking environment is
the compensation package and the productivity measurement. One option
could be that management might determine workload in terms of results or
outcomes rather than number of hours (Baffour & Betsey 2000).
IT in the workplace allows employees more time to communicate with
each other using tools such as e-mail and voice mail. Teleworking has
made the role of the offices as places for people to communicate and
socialize with their colleagues. However, a satellite network enables
employees to feel a sense of community with their peers. In a sense,
they have the feeling that they are in the same room. Such an effect
strengthens the relationship between management and subordinates due to
ease of communication access (Malone 1994). IT largely affects the
workplace design in such a way that employees change the way in which
they work. They have more autonomy, less dependency, but more
interdependency. IT makes it easy to communicate with people from
different cultures, since there is no need for personal interaction. IT
eliminates some cultural barriers, such as gestures. Today, it is not
necessary to interact with customers to conduct business; there is no
need for face-to-face communication (electronic-commerce and
mobile-commerce).
IT gives more freedom to employees in the sense that they can do
the job easier, faster, and more efficiently. For example, written
correspondence requires a supervisor's approval but electronic
notes do not (Fulk & Boyd 1991). On the other hand, IT often
overloads employees with information because it produces a large volume,
which can exceed the employees' capability to handle. It is worthy
to mention that the problems inherent in any information systems, such
as navigation and cognitive overload, are multiplied on the Internet
(Brandt 1997). The consequences of information overload might be job
stress, tension, and low performance. However, when employees know how
to use IT, they can reduce information overload by scanning, filtering,
maintaining, and disseminating the information. In summing the following
propositions are suggested:
P5: An effective communication environment positively affects the
relationship between management and end-users.
P6: Understanding the social effect of IT is positively associated
with end-users' performance.
An effective communication system might include internal
newsletters, formal and informal meetings, social parties, and a
reliable and open feedback system. Management might design a matrix that
relates the message type to the appropriate communication media for each
end-user to enhance the communication system in the organization. A real
involvement of the end-users in the decision-making process leads to a
strong and healthy relationship between management and the end-users.
One can achieve the above premises by studying the use of IT by the
end-users through surveys or observations. Management might collect data
regarding the end-users' utilization of the IT in their social
practices, in their communication with others, and in teleworking
activities, among others. A clear policy regarding the usage of IT at
the workplace for other than business activities could help in
establishing a health relationship between management and end-users.
END-USERS VERUS IT IN THE INFORMATION AGE
Generally speaking, IT is implemented within a social context that
includes economic, political, cultural, and behavioral factors which
differ greatly from one society to another and from one company to
another. One reason for rejecting new IT by employees might be the lack
of consideration of such differences (Harris & Davidson 1999, Rose
& Straub 1998, Winston & Dologite 1999). For example, in Western
countries, system developers tend to focus more on the technical side of
the "system design" than on the human side. On the other hand,
Japanese developers focus on the principle of "human design"
(Bensaou & Earl 1998). In Japan, the aim of developing a system is
to enhance the contribution of the users, not to replace them. The
persons who are in charge of implementing IT must take the human side of
the equation into consideration in every step of system development if
their plans are to be successful. It is hard to understand the impact of
human emotion on the success or failure of IT in the workplace;
therefore, the human side of the IT equation should not be
underestimated. IT will succeed if it meets the real needs of people.
Society has changed from industrial-to information-oriented. As a
result, today's organizations deal with more people and information
in the workplace rather than just technology. IT cannot do the job by
itself; the other side of the equation must be there to complete the
task. At the present time, IT does not know the term
"judgement" because it lacks a true understanding of
knowledge. On the other hand, people do have the ability to understand,
reason, and create. This fact raises the question of whether IT improves
the human ability to create, reason, and understand or simply helps
employees perform computational tasks and manage information. Even
though artificial intelligence (AI) is advanced, IT lacks the capability
of interpretation and response to ambiguity. It does not go beyond its
performance design. On the other hand, end-users have the capability of
interpreting and responding to ambiguity.
Most of IT architecture only addresses the technology component,
not the human aspect. Many IT projects fail because of human factors,
not technological factors (Bradley 1998, Martinsons & Chong 1999,
Raheb 1992, Schwalbe 2002). Organizations sometimes forget that
end-users constitute and give meaning to technologies. Most managers get
information from verbal discussions; therefore, the emphasis should be
on information rather than on technology. One can not be an effective
manager without caring about information, but one can be a fairly
effective manager without caring a whole lot about Information
Technology (Maglitta 1994). The employees' fear of IT replacing
them forces employees to work harder to keep their job; however, this
could cause "workaholism" (work to death), a phenomenon which
affects the employee's attitude (Haas 1991). Some companies have
tried to develop systems which focus on ergonomics, but they treat their
employees only as users of systems and do not value them as complements
or alternatives to the systems (Bensaou & Earl 1998). IT can help
employees to perform their job in a better way. However, IT
applications, in many cases, are misused or underutilized due the lack
of understanding of the interdependency between IT and employees. A
successful implementation of IT includes the right IT application to
help the right end-users perform the right process (Martinsons &
Chong 1999).
IT has a significant impact on organizational communication
channels; yet, the human element will continue to play a crucial role.
Naisbitt (1984) used the term "high tech/high touch" in
proposing that whenever a new technology is introduced into a society,
there must be a counterbalancing human response or the technology will
be rejected. He even believes that as the use of IT increases, the role
of human interaction to insure the acceptance and successful
implementation of the technology increases as well. Interpersonal
communication skills are very essential for the success of IT.
Person-to-person interaction will continue to be the most effective
communication media, because managers want to see their employees and
want to watch them work. The following propositions are suggested:
P7: The concept of "human design", that is to make use of the
explicit knowledge of end-users, is positively associated
with the success of IT.
P8: The right combination of the end-users and IT is positively
associated with the task success.
Management could make use of the knowledge of its end-users by
continuously monitoring the end-users progress in acquiring knowledge
through surveys and qualified tests. Managers might create
task/end-users' knowledge matrix that matches the right end-user
who has the knowledge and the skills for the right task.
CONCLUSIONS AND SUGGESTIONS FOR FUTURE WORK
The importance of this paper is that it provides normative
guidelines that managers can use to establish a healthy and productive
relationship between IT and the end-users. IT has positive and negative
effects on end-users' behavior. It is management's
responsibility to be aware of such implications. A need for
establishment of a neutral party to foster a healthy relationship among
management, IT, and end-user is a challenge and an opportunity for new
specialists to advance in the 21st Century. More work regarding the
effect of IT on human behavior, in general, and on end-users'
behavior, in particular, is needed. For example, further studies of the
effect of IT on end-user's personal life, privacy, and cognitive
processes are needed. An extension to this paper would be to develop an
empirical study to validate the stated propositions.
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