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Advisor(s)
Abstract(s)
Direct 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.
Description
Keywords
Service operations Service design Multi-channel services
Pedagogical Context
Citation
SOUSA, Rui ; AMORIM, Marlene ; RABINOVICH, Elliot - Service Delivery Across Multiple Direct Channels: Is More Better?. In International Annual EurOMA Conference, 18th. Cambridge, United Kingdom, 6-9 July 2011. Proceedings of the 18th European Operations Management Association International Conference. Cambridge: EurOMA, 2011. ISBN 978‐1‐902546‐94‐0. 8p. (electronic proceedings)