The Netherlands

The objective is to develop and test a multi-channel e- usefulnesss soma resist upmethod that meets pertinent design criteria. On tooshie of the evaluation of animate do concept design methods, we extracted applicable design criteria, such as customer orientation, channel coherence, channel synergy, matched positioning, speed, spread out 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 report illustrates how this design support method is used in sestet 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 foreshadow that our XQFD method meets relevant design criteria and that XQFD is an attractive approach receivable to its clear focus on channel synergy and coherence, free-enterprise(a) positioning, and th e relatively light time span required to add together to relevant results. bring up WORDS: Design, return design, multi-channel strategy, dough 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 transmit (e.g. retail stores, personal sales representatives or contact centres) are already available. These new e-service conce pts have to be aligned with existing chann! els 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 graduation exercise concept definition phases are ill-structured (Simons & Bouwman, 2004), time pressure is high...If you desire to get a all-embracing essay, order it on our website: OrderCustomPaper.com

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