英文摘要 |
Abc Dental Group is a dental care franchise with 13 dental clinics. It suffered from complaints on its telephone patient services, such as difficulties of making or changing appointments, and mistakes in transferring calls. In order to solve these issues, Abc tried out Raincloud’s digital appointment making system. At the beginning, dentists, assistants, receptionists, and patients were unwilling to use this new system for different reasons. After adjusting the appointment booking process and revising the system design, these users became willing to adopt this system. Patients’ complaints reduced and the appointment making process became more efficient. In this case study, we argued that the introduction of a digital tool is a diffusion of innovation within an organization. Based on Rogers’ (2003) five-stage model of organizational innovation, we guided students to understand how Abc Dental group introduced the new digital tool step by step, and persuaded dentists, assistants, receptionists and patients to accept this system with TAM. |