Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.14/12841
Título: Customer Use of Virtual Channels in Multi-Channel Services: Does Type of Activity Matter?
Autor: Sousa, Rui
Amorim, Marlene
Rabinovich, Elliot
Palavras-chave: Service operations
Service design
Multi-channel services
Data: 2012
Citação: SOUSA, Rui ; AMORIM, Marlene ; RABINOVICH, Elliot - Customer Use of Virtual Channels in Multi-Channel Services: Does Type of Activity Matter?. In World Production and Operations Management Conference, 5th, Amsterdam, 1-5 July, 2012. Proceedings of the 5th World Production and Operations Management Conference. Amsterdam: EurOMA, 2012. 9p. (electronic proceedings)
Resumo: This paper examines whether customer use of virtual channels varies with the type of service activities (e.g. information search, transactions) they engage in. Based on data from a multichannel bank, we first investigate the impact of customer distance to the nearest branch on the degree of use of virtual channels (internet and phone, aggregated), for different types of activities. Second, when customers do resort to virtual channels to conduct activities, we look at their relative channel preferences (internet vs. phone) for different types of activities. The results inform design decisions about which activities to offer through virtual channels.
URI: http://hdl.handle.net/10400.14/12841
Aparece nas colecções:FEG - Artigos em actas / Papers in proceedings

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