Percorrer por autor "Pinto, Guida Marques"
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- 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’.