Browsing by Author "Amorim, Marlene"
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- Architectures for multichannel front-office service delivery modelsPublication . Sousa, Rui; Amorim, MarlenePurpose – Multichannel (MC) service providers have been adopting a wide diversity of front-office service delivery models, i.e. different ways of employing channels to support the delivery of the service activities that involve customer interaction. Despite this, we are still faced with a paucity of concepts to understand the myriad of possible choices. The purpose of this paper is to develop a theoretical framework and basic design architectures to provide a structured understanding of the diversity of operational design choices for MC front-office service delivery models, their efficacy implications, and how they fit with the provider’s service strategy. Design/methodology/approach – The study employs the analytical conceptual approach. The authors logically develop the architectures based on the operations management theory and provide corresponding empirical illustrations based on secondary sources, direct observation, and case studies. Findings – The authors propose two theoretically meaningful dimensions to characterize and distinguish between delivery models (channel redundancy and channel span) and put forward four anchor architectures for such models: generalist, parallel, constricted, and centralized. The authors identify the operational efficacy implications (effectiveness and efficiency) of the different architectures, and develop a set of propositions and design principles for selecting appropriate architectures. Research limitations/implications – Future research should develop empirical measures for the dimensions underlying the architectures. Originality/value – The study extends existing service process classifications by capturing the MC traits of front-office processes. The authors offer design principles to assist firms in selecting architectures that are aligned with their service strategy. The framework and architectures provide seminal concepts to support a wealth of future empirical studies.
- 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.
- Customer use of virtual channels in multichannel services: does type of activity matter?Publication . Sousa, Rui; Amorim, Marlene; Rabinovich, Elliot; Sodero, Anníbal C.Many firms have recently adopted virtual channels, based most notably on the Internet and the phone, to complement the delivery of services to their customers by their existing physical facilities. The success of such multichannel (MC) strategies relies on the alignment of service design decisions—namely those concerning the allocation of service activities to virtual channels—with customers’ MC behavior. Although prior studies have looked at the intensity with which customers use virtual channels, they have not addressed virtual channel use for different types of service activities. In our study, we investigate whether customers’ use of virtual channels for MC services varies with the type of service activities they engage in, and if so, in what way. In doing so, we address two objectives. First, we investigate the impact of accessibility to the physical channel on the degree of use of virtual channels (Internet and phone, aggregated) for different types of activities. Second, we look at channel preferences (Internet vs. phone) for different types of activities when customers do resort to virtual channels to conduct activities. To address our objectives, we develop and test hypotheses regarding customers’ use of virtual channels based on the match between activity attributes (complexity and volume)and channel attributes (access efficiency, interface efficiency, interface richness). Using data from a MC bank, we find that the impact of accessibility to physical channels (specifically, customer distance) on customers’ use of virtual channels, as well as the relative use of Internet versus phone, depend on the type of activities. [Submitted: February 26, 2013. Revised: January 23, 2014. Accepted: January 30, 2014.]
- 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.
- Uma Metodologia Estruturada para o Desenho de Sistemas de Prestação de Serviços Multicanal: Managerial ReportPublication . Sousa, Rui; Amorim, Marlene; Magalhães, Ana; Pinto, Guida Marques
- Multi-channel deployment: a methodology for the design of multi-channel service processesPublication . Sousa, Rui; Amorim, Marlene; Pinto, Guida Marques; Magalhães, AnaThis study develops a methodology for assisting service providers in the choice of the service channels (e.g. physical facilities, the Internet, phone) to employ to support the delivery to customers of the several stages of a service process (from information search to after-sales). We build on the principles of the service concept, service blueprinting and quality function deployment (QFD) to develop a stepwise procedure for: (i) translating customer requirements into a corresponding service concept across distinct service process stages; and (ii) specify the channels that support customer interaction at each stage. Based on the QFD logic, the multi-channel deployment methodology employs a number of matrices that consider the way channel choices fit with the intended service concept, considering both the customer and the provider perspectives, thus aligning ‘the voice of the customer’ with the ‘voice of the provider’.
- 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.