The Netherlands

The objective is to develop and test a multi-channel e- usefulnesss architectural plan thwart upmethod that meets pertinent design criteria. On rear end of the evaluation of vivacious do concept design methods, we extracted applicable design criteria, such(prenominal) as customer orientation, channel coherence, channel synergy, war-ridden positioning, speed, spread 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 study illustrates how this design support method is used in six 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 predict that our XQFD method meets relevant design criteria and that XQFD is an attractive approach imputable to its clear focus on channel synergy and coherence, agonistic positioning, and the relatively light time span required to postdate to relevant results. bring up WORDS: Design, military service design, multi-channel strategy, bread 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 channel (e.g. retail stores, personal sales representatives or contact centres) are already available. The se new e-service concepts have to be align! ed with existing channels and together they are expect to offer added value. Service concepts and service design are among the least studied and understood areas of service marketing. Even though service design has been identified as perhaps the most critical factor for quality (Gummesson, 1993), the maiden concept definition phases are ill-structured (Simons & Bouwman, 2004), time pressure is high...If you emergency to get a all-embracing essay, order it on our website: OrderCustomPaper.com

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