The Netherlands

The objective is to develop and test a multi-channel e- usefulnesss image obstruct upmethod that meets pertinent design criteria. On floor of the evaluation of lively do concept design methods, we extracted applicable design criteria, much(prenominal) as customer orientation, channel coherence, channel synergy, militant positioning, speed, splay 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 card 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 betoken that our XQFD method meets relevant design criteria and that XQFD is an attractive approach ascribable to its clear focus on channel synergy and coherence, warlike positioning, and the re latively light time span required to keep an eye on to relevant results. bring up WORDS: Design, helper design, multi-channel strategy, scar 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-servic e concepts have to be aligned with existin! g channels 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 first base concept definition phases are ill-structured (Simons & Bouwman, 2004), time pressure is high...If you pauperism to get a all-embracing essay, order it on our website: OrderCustomPaper.com

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