CPBS - Documentos de Conferências / Conference Objects
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Browsing CPBS - Documentos de Conferências / Conference Objects by Author "Amorim, Marlene"
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- Customer use of virtual channels in multi-channel services: does type of activity matter?Publication . Sousa, Rui; Amorim, Marlene; Rabinovich, ElliotThis 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.
- A Framework for the Design of Multi-Channel ServicesPublication . Sousa, Rui; Amorim, MarleneThe objective of this paper is to identify the key strategic design decisions which make up a design specification for Multi-Channel Service Delivery Systems (MC SDSs). Our work extends Roth and Menor’s (2003) seminal service design framework, based on a theory-building case study conducted in the context of MC retail banking services. We describe and classify a set of SDS design choices which are specific to MC services, and which provide a framework to assist future research addressing the classification and performance assessment of alternative MC SDS designs.
- A Methodology for the Design of Multichannel Service ProcessesPublication . Sousa, Rui; Amorim, Marlene; Pinto, Guida Marques; Magalhães, AnaThis paper develops a methodology for the choice of the service channels that support the delivery to customers of the distinct stages of a service process. We build on the principles of Quality Function Deployment (QFD) to develop a stepwise procedure for: i) translating customer requirements into a service concept across distinct service stages; and ii) specifying the channels for customer interaction at each stage. An illustration of the application of the methodology for designing an urban gourmet grocery service is provided.
- Operational criteria for the design of front-office processes in multi-channel service delivery systemsPublication . Sousa, Rui; Amorim, MarleneThis paper identifies relevant operational factors that affect the design of front-office processes in Multi-Channel Service Delivery Systems. Based on two in-depth case studies in banking and telecommunications, we distinguish four operational factors: i) characteristics of the inputs and outputs of the service activities; ii) characteristics of the transformation taking place; iii) the expected utilization; iv) the economics of developing the activities in the channels. Building on these results, we propose a stepwise approach for addressing the design of front-office models for MC services.
- Service Delivery Across Multiple Direct Channels: Is More Better?Publication . Sousa, Rui; Amorim, Marlene; Rabinovich, ElliotDirect channels exhibit different capabilities in delivering services. Phone-based channels, for instance, provide customers with a more personal level of contact with service providers, relative to the level of contact available through Internet-based channels. When relying on phone-based or Internet-based channels, service providers need to decide which interactive activities will be offered in each channel and whether for each activity a single or a multichannel strategy will be adopted. We develop and discuss several hypotheses about the conditions supporting the convergence of customer preferences for one direct channel over another and the implementation of a single-channel strategy.