The Netherlands

The objective is to develop and test a multi-channel e- usefulnesss object back down upmethod that meets pertinent design criteria. On foothold of the evaluation of brisk do concept design methods, we extracted applicable design criteria, such(prenominal) as customer orientation, channel coherence, channel synergy, combative positioning, speed, swan around and communication, and actual an alternative aid concept design method, i.e. XQFD: extended lumber function deployment focussed on achieving multi-channel synergy. This writing illustrates how this design support method is used in sixer cases in the indemnification and telecommunication industry, and test on basis of a qualitative quasi-experiment the added value of this new design approach. The results specify that our XQFD method meets relevant design criteria and that XQFD is an attractive approach payable to its clear focus on channel synergy and coherence, agonistical positioning, and the relatively light time span required to ejaculate to relevant results. bring up WORDS: Design, serve design, multi-channel strategy, incision service, case-studies Introduction Many handed-down (click and brick) firms are struggling in their attempt to turn their Internet presence into a competitive asset (Simons et al., 2002; Omwando et al., 2003; Latzer & Schmitz, 2004).

We focus on designing Internet or e-service concepts in situations where other service and distribution conduct (e.g. sell stores, personal sales representatives or contact centres) are already available. These new e-service c oncepts have to be aligned with existing c! hannels and together they are expect to offer added value. Service concepts and service design are among the least studied and understood areas of go marketing. Even though service design has been identified as perhaps the most critical factor for quality (Gummesson, 1993), the scratch line concept definition phases are ill-structured (Simons & Bouwman, 2004), time pressure is high...If you loss to get a all-embracing essay, order it on our website: OrderCustomPaper.com

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