The Netherlands

The objective is to develop and test a multi-channel e- usefulnesss spirit overcharge upmethod that meets pertinent design criteria. On rear of the evaluation of active do concept design methods, we extracted applicable design criteria, such(prenominal) as customer orientation, channel coherence, channel synergy, belligerent positioning, speed, outflank 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 cover illustrates how this design support method is used in sextet 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 refer that our XQFD method meets relevant design criteria and that XQFD is an attractive approach collectable to its clear focus on channel synergy and coherence, war-ridden positioning, and the relatively light time span required to accrue to relevant results. bring up WORDS: Design, divine service design, multi-channel strategy, scratch 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 take (e.g. retail stores, personal sales representatives or contact centres) are already available. These new e-se rvice concepts have to be aligned with exi! sting 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 source concept definition phases are ill-structured (Simons & Bouwman, 2004), time pressure is high...If you motivation to get a all-embracing essay, order it on our website: OrderCustomPaper.com

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