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- Omni-channel service operations: Building technology-based business networksPublication . Reis, João Carlos Gonçalves dos; Amorim, Marlene Paula Castro; Melão, Nuno Filipe RosaThis article investigates how omni-channel services operations are building technology-based business networks. It uses a case study research, which includes multiple sources of data collection for triangulation purposes, to study a real-life phenomenon. The results suggest that omni-channel companies are changing their landscape to business networks, looking for competitive advantages over their rivals. But this move incorporates new challenges, as it requires a transition based on operations management to allow these firms to adapt their processes and channels, in order to be able to collaborate in a heterogeneous network of firms. Another possible solution is the integration of innovation technologies that are enabling the combination of firm capabilities to underpin collaborative relationships. Previous research also suggests that service operations management in an omni-channel services context is largely unaddressed, as this discipline is essential for the edification of technology-based business networks. Thereby, this article provides real-life statements and examples of firms that are moving their service operations into a business network paradigm. Subsequently, since omni-channel services are multidisciplinary in nature, these exploratory results represent a fruitful opportunity for future research to involve other disciplines than service operations.
- Research Opportunities in Multi-channel Services: A Systematic ReviewPublication . Reis, João Carlos Gonçalves dos; Amorim, Marlene Paula Castro; Melão, Nuno Filipe RosaThe present study presents the results of a systematic review on multi-channel services, to synthesize the existing body of knowledge and propose avenues for further research. We present theories that are widely corroborated, as well as suggestions presented by scholars that represent research opportunities. Towards this aim, using a comprehensive review of 118 peer-reviewed articles, the results suggest that existing studies are mainly focused on the analysis of consumer interactions with multi-channel front-office services, whereas the management of back-office processes and control aspects remain largely undressed. These topics represent strategic challenges and opportunities for future research.
- Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industryPublication . Reis, João Carlos Gonçalves dos; Amorim, Marlene Paula Castro; Melão, Nuno Filipe RosaThis article aims to investigate how service providers are employing their channels to support the handling of customer complaints in an online to offline era. It provides a timely contribution by characterizing multichannel recovery practices, discussing its implications for customers, and discovering new trends. The study employs a qualitative multi-method research, which includes not only more than one method of collecting data, but also more than one method of analyzing data. Data collection involved 50 records of customer complaints, 10 semi-structured interviews, direct observation and internal bank reports. The results suggest that multichannel customers are not willing to interact with a large number of channels to solve their problems leading to a high number of interactions. Customers expect a complex recovery not in terms of interactivity but in terms of depth. Recovery solutions, such as apologizing and monetary compensations are non-permanent solutions, that are inefficient in the long term and imply financial losses. Despite the investment that is required, this investigation advocates for permanent solutions. To avoid service failures and complex recovery processes, it is possible that companies are improving their operations management in search of new strategies that are blurring the boundaries of O2O into a mix of offline and online channels (O2).
- Omni-channel Service Architectures in a Technology-based Business Network: An Empirical InsightPublication . Reis, João Carlos Gonçalves dos; Amorim, Marlene Paula Castro; Melão, Nuno Filipe RosaThis article investigates the existing omni-channel service architectures in the front-office of technology-based business networks. It discusses the implications from the existing alignment between the networkpreferred channel with other channels and clients. The methodological approach is qualitative, exploratory in nature, and employs case study research in a large private retail bank in Portugal. It includes multiple sources of data collection for corroboration purposes, including semi-structured interviews, direct observation and institutional documents. Although we have identified four types of omnichannel architectures in a business network context, the case analysis revealed that only two of them meet all the requirements, namely: the mixed services and pure virtual services. For academics this is the first attempt to discuss a growing topic in the operations management literature. Thus, this study may also help practitioners to understand the challenges they may have to deal with an omnichannel strategy in a business network context.
- Breaking Barriers with Qualitative Multi-method Research for Engineering Studies: Pros, Cons and IssuesPublication . Reis, João Carlos Gonçalves dos; Amorim, Marlene Paula Castro; Melão, Nuno Filipe RosaThe purpose of this article is to investigate how contemporary studies about engineering are breaking down boundaries of knowledge. This study uses a systematic literature review to show how the application of qualitative multi-method approaches may offer reliable results and provide greater emphasis to the dimensions of development, triangulation and complementarity. The article offers new insights on the role of qualitative researches for the engineering domain, an area which has been largely unaddressed in the literature.
- Guidelines for Qualitative Case Research in Operations Management: A Banking Service Industry PerspectivePublication . Reis, João Carlos Gonçalves dos; Amorim, Marlene Paula Castro; Melão, Nuno Filipe RosaThis paper provides useful recommendations that may help researchers to effectively conduct their case studies in the banking service industry. This paper uses a qualitative multi-method research strategy, which combines different qualitative research methods. It contains two main sections, a systematic literature review and the authors’ experience in the banking industry over the course of eight years of in-depth research in a Portuguese private bank. The results indicate that some sampling strategies are being neglected in the literature. The snowball sampling may become a useful strategy to build up samples from an initial small pool of informants and, thereby, mitigate the effect of banking data inaccessibility. Building upon Yin’s (2003) guidelines, we recommend four sources of data collection, which fit well the banking industry research. Due to space limitations, we had to leave aside such important areas as data analysis, validity or ethics, but we hope this can instigate other researchers to conduct further research and, therefore, contribute to the management literature.
- New Ways to Deal with Omni-Channel Services: Opening the Door to Synergies, or Problems in the Horizon?Publication . Reis, João Carlos Gonçalves dos; Amorim, Marlene Paula Castro; Melão, Nuno Filipe RosaThis article aims to investigate organizational synergies in the omnichannel service context. In doing so, it discloses new omni-channel trends and discusses its implications for managers and academics. It uses a qualitative multimethod 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.
- Artificial Intelligence in Government Services: A Systematic Literature ReviewPublication . Reis, João Carlos Gonçalves dos; Santo, Paula Maria Ferreira do Espírito; Melão, Nuno Filipe RosaThe aim of this paper is to provide an overview on how artificial intelligence is shaping the digital era, in policy making and governmental terms. In doing so, it discloses new opportunities and discusses its implications to be considered by policy-makers. The research uses a systematic literature review, which includes more than one technique of data analysis in order to generate comprehensiveness and rich knowledge, we use: a bibliometric analysis and a content analysis. While artificial intelligence is identified as an extension of digital transformation, the results suggest the need to deepen scientific research in the fields of public administration, governmental law and business economics, areas where digital transformation still stands out from artificial intelligence. Although bringing together public and private sectors, to collaborate in the public service delivery, presents major advantages to policy makers, evidence has also shown the existence of negative effects of such collaboration.
- Serviço multi-canal: uma estratégia para o futuroPublication . Reis, João Carlos Gonçalves dos; Melão, Nuno Filipe RosaDesde o seu aparecimento, os serviços têm assumido um papel vital nas nossas vidas. Recentemente, com o despoletar das novas tecnologias e com a difusão da Internet, os serviços multicanal obtiveram uma atenção considerável no relacionamento entre clientes e organizações. Este artigo fornece uma síntese de literatura sobre os serviços multicanal, com especial destaque para as suas vantagens e limitações e para as questões de qualidade. Conclui-se que em geral os benefícios ultrapassam as suas limitações e que as questões de qualidade estão inerentemente ligadas ao desenho e controlo de serviços multicanal. Este artigo é também um convite para investigação adicional nesta área.
- Disclosing paths for multi-channel service research: A contemporaneous phenomenon and guidelines for future investigationsPublication . Reis, João Carlos Gonçalves dos; Amorim, Marlene Paula Castro; Melão, Nuno Filipe RosaThe 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.