Marlene Amorim

Customer Use of Virtual Channels in Multichannel Services: Does Type of Activity Matter?

Many firms have recently adopted virtual channels, based most notably on the Internet and the phone, to complement the delivery of services to their customers by their existing physical facilities. The success of such multichannel (MC) strategies relies on the alignment of service design decisions—namely those concerning the allocation of service activities to virtual channels—with customers’ MC behavior. Although prior studies have looked at the intensity with which customers use virtual channels, they have not addressed virtual channel use for different types of service activities. In our study, we investigate whether customers’ use of virtual channels for MC services varies with the type of service activities they engage in, and if so, in what way. In doing so, we address two objectives. First, we investigate the impact of accessibility to the physical channel on the degree of use of virtual channels (Internet and phone, aggregated) for different types of activities. Second, we look at channel preferences (Internet vs. phone) for different types of activities when customers do resort to virtual channels to conduct activities. To address our objectives, we develop and test hypotheses regarding customers’ use of virtual channels based on the match between activity attributes (complexity and volume) and channel attributes (access efficiency, interface efficiency, interface richness). Using data from a MC bank, we find that the impact of accessibility to physical channels (specifically, customer distance) on customers’ use of virtual channels, as well as the relative use of Internet versus phone, depend on the type of activities.

Quality Management and Excellence in the third sector: examining European Quality in Social Services (EQUASS) in non-profit social services

Third sector organisations are increasingly pressured to implement Quality Management and Excellence programmes. However, there is a paucity of literature investigating the impacts of such programmes. This research discusses the benefits, pitfalls, and professional practice effects of the implementation of the European Quality in Social Services (EQUASS) certification in non-profits. It uses a qualitative multiple case study approach of four Social Services Organisations (SSO) that have adopted the Assurance and Excellence levels of EQUASS. The findings indicate evident enhancements in process quality, whereas service outcome improvements or economic benefits were unclear. Although some impacts are specific to EQUASS Assurance and Excellence, they are consistent in many ways with those of ISO 9001 and the European Foundation for Quality Management Excellence model, respectively. The practice of social workers became more systematic and user centric, while their workload and time management difficulties also increased. Overall, the EQUASS certification may generate benefits that offset costs, but some challenges remain if quality of service/life is to clearly improve in SSO.

Multi-channel deployment: a methodology for the design of multi-channel service processes

ABSTRACT This study develops a methodology for assisting service providers in the choice of the service channels (e.g. physical facilities, the Internet, phone) to employ to support the delivery to customers of the several stages of a service process (from information search to after-sales). We build on the principles of the service concept, service blueprinting and quality function deployment (QFD) to develop a stepwise procedure for: (i) translating customer requirements into a corresponding service concept across distinct service process stages; and (ii) specify the channels that support customer interaction at each stage. Based on the QFD logic, the multi-channel deployment methodology employs a number of matrices that consider the way channel choices fit with the intended service concept, considering both the customer and the provider perspectives, thus aligning ‘the voice of the customer’ with the ‘voice of the provider’.

Managing Reverse Exchanges in Service Supply Chains

Purpose This study aims to address the management of reverse flows in the context of service supply chains. The study builds on the characteristics of services production reported in literature to: identify diverse types of reverse flows in services supply chains; discuss key issues associated to the management of reverse service flows; and suggest directions for research for developing the knowledge for management of reverse flows in service contexts. Design/Methodology/Approach This study first provides an overview of the theoretical background which supports the identification and the characterization of the flows, and the reverse flows, involved in service production. A short summary of each paper accepted in this special issue is also provided to give readers an overview of the various issues around reverse exchanges in service supply chains that authors have attempted to address. Findings In this study we identify distinct types of reverse flows in services production building on the analysis of the characteristics of service production and delivery reported in the literature. Our discussion highlights the fact that service supply chains can be quite diverse in the type of exchanges of inputs and outputs that take place between customers and providers, showing that often there can be substantial flows of items to return. In particular, and differently from manufacturing contexts, we highlight that in service supply chains providers might need to handle bi-directional reverse flows. Research limitations/implications The lack of research on reverse service supply chains is to a great extent a consequence of dominant paradigms which often identify the absence of physical product flows as a key distinguishing feature of service supply chains, and therefore lead to the misbelief that in services there is nothing to return. This special issue therefore aims to clarify this misunderstanding through the limited selection of eight papers that address various issues around reverse exchanges in service supply chains. Originality/value While theoretical and empirical research in supply chain is abundant, management of reverse exchanges in service supply chain is sparse. In this special issue we aim to provide a first contribution to understand how the characteristics of service production raise new issues for the management of reverse flows in service supply chains, and to foster the development of adequate management strategies.

Managing Customer Participation and Customer Interactions in Service Delivery: the Case of Museums and Educational Services

Abstract Background and Purpose – In this study we investigate determinants of customers’ quality perceptions in service processes which involve customer participation and customer to customer interaction (CCI). Building on existing multidimensional approaches to service quality we explore relevant quality aspects for related to the performance customer participation and CCI. Design/Methodology/Approach – The study builds on focus groups conduct with employees and customers of a leading provider of educational and science services, which offered a portfolio of service activities requiring very diverse levels of customer participation and CCI, to characterize service quality dimensions. Results – The study distinguishes three dimensions of service delivery quality: a dimension related to the providers’ direct performance; a second dimension relative to the performance of customers’ own participation in service activities, and a third dimension relative to the interaction with other customers. The work extends service quality literature by identifying new dimensions which affect service quality in service settings with active customer involvement. Conclusion – Service providers have been developing very diverse delivery processes, frequently inviting customers to have active roles in service production. Often, customers also interact with other costumers in service delivery. The paper provides a contribution to foster the debate about service quality frameworks, and aims to inform the design and the management of services where customer participation and CCI have a key role.

Disclosing Paths for Multi-channel Service Research: A Contemporaneous Phenomenon and Guidelines for Future Investigations

The present paper reports on the findings of a systematic literature review on multi-channel services. In doing so, it uses an affinity diagram to show the results of a content analysis regarding the issues addressed by the existing literature in the field. This enables to understand areas of interest in the contemporary subject of research, find gaps in the literature and, lastly, to uncover guidelines for future research. The results suggest that future investigations should focus on the integration of traditional and virtual services, on quality issues and customer behaviour towards the use of multi-channel services. Previous research also suggests that multi-channel services are largely unaddressed, regarding issues as back-office processes, within the scope of operations management. Subsequently, since multi-channel services are multidisciplinary in nature, these guidelines represent a fruitful opportunity for future research to involve other disciplines.

New Ways to Deal with Omni-Channel Services: Opening the Door to Synergies, or Problems in the Horizon?

This article aims to investigate organizational synergies in the omni-channel service context. In doing so, it discloses new omni-channel trends and discusses its implications for managers and academics. It uses a qualitative multi-method approach, which includes more than one method of collecting data to generate comprehensiveness and rich knowledge, namely: a systematic literature review and a case study. The transition to an omni-channel service requires companies to overcome many organizational challenges and is compelling academics and practitioners to focus on its operations management. The results indicate that organizational synergies are changing the omni-channel landscape and may provide several opportunities for gaining competitive advantages by implementing new technologies (e.g. m-payments), and anticipating customer needs (e.g. multi-brand experience). It is possible that these organizational synergies are transcending the omni-channel concept, creating new trends, but to confirm this hypothesis further investigation is needed.

An investigation of service quality assessments across retail formats

Purpose – The purpose of this paper is to investigate the existence of differences in service quality assessments across distinct retail store formats. We address customers’ quality assessments for physical aspects, personal interactions, reliability and policies dimensions in hypermarkets and supermarkets to analyse the impacts for satisfaction and loyalty. Design/methodology/approach – The study builds on previous scales for service retail quality to develop a survey addressing customers of hypermarkets and supermarkets in Portugal. Data analysis addressed 248 complete questionnaires and involved statistical testing to explore differences in service quality expectations across retail store formats. The regression analysis was used to estimate impacts of each service quality dimension for customer satisfaction and loyalty intentions. Findings – The results support the existence of differences in customers’ service quality assessments across retail store formats, notably for the expectations about differe...

Digital Transformation: A Literature Review and Guidelines for Future Research

The aim of this paper is to provide insights regarding the state of the art of Digital Transformation, and to propose avenues for future research. Using a systematic literature review of 206 peer-reviewed articles, this paper provides an overview of the literature. Among other things, the findings indicate that managers should adapt their business strategy to a new digital reality. This mainly results in the adaptation of processes and operations management. Scholars, for the other side, are also facing challenges, as prior research may not have identified all the opportunities and challenges of Digital Transformation. Furthermore, while the Digital Transformation has expanded to all sectors of activity there are some areas with more prospects of being developed in the future than others.

Assessing Entrepreneurial Profiles: A Study of Transversal Competence Gaps in Four European Countries

The need to develop entrepreneurial competences in young professionals has been a key priority in the agendas of policy makers and industry leaders for some time. This chapter offers several contributions to address this issue, drawing on the results of an in-depth study addressing the meaning, and the requirements, for entrepreneurial competences across four European contexts (Cyprus, Lithuania, Poland and Portugal). Building on the literature as well as on exploratory data from interviews with employers and young graduates, the chapter starts by identifying and characterizing ten transversal entrepreneurial competences that were identified at the forefront of requirements for economic and social development, as determinants for job creation, employability, social emancipation and personal fulfilment in labour contexts. Using this competence framework, a scale for the assessment of entrepreneurial competences has been developed and empirically validated. The chapter then presents the results of the application of the scale in the four countries addressed in the study. This investigation addressed a sample of 449 young professionals and 88 employers, and offers insights on two perspectives: (1) the competence profile of young professionals, from different educational backgrounds, and across distinct European contexts; (2) the entrepreneurial competence requirements reported by the employers of leading industries. These two perspectives are matched in order to infer the importance of the gap between the requirements of employers and the offer from the graduates. The chapter therefore offers a timely contribution for the understanding of the span of psychological and behavioural characteristics, along with management and technical knowledge and skills that need to be at the forefront of education and training, and aligned with societal development goals.