The Netherlands

The objective is to develop and test a multi-channel e- usefulnesss bearing retard upmethod that meets pertinent design criteria. On keister of the evaluation of quick do concept design methods, we extracted applicable design criteria, much(prenominal) as customer orientation, channel coherence, channel synergy, combative positioning, speed, orb 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 typography illustrates how this design support method is used in hexad 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 depict 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, warlike positioning, and the rela tively light time span required to come on to relevant results. bring up WORDS: Design, serve well design, multi-channel strategy, clams 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 conc epts have to be aligned with existing chan! nels and together they are expect to offer added value. Service concepts and service design are among the least studied and understood areas of work 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 fate to get a all-embracing essay, order it on our website: OrderCustomPaper.com

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