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- 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).
- 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.
- Powerpoint Presentation "New Ways to Deal with Omni-Channel Services: Opening the Door to Synergies, or Problems in the Horizon?" 8th International Conference on Exploring Service Science, Rome, Italy 2017Publication . Reis, João Carlos Gonçalves dos; Amorim, Marlene Paula Castro; Melão, Nuno Filipe Rosa
- Digitalization: A Literature Review and Research AgendaPublication . Reis, João Carlos Gonçalves dos; Amorim, Marlene Paula Castro; Melão, Nuno Filipe Rosa; Cohen, Yuval; Rodrigues, MárioGiven the noticeable and quick progress of digitalization it is well accepted that digital practices are changing business landscapes. However, while this concept is being labelled in the literature it is also often used indistinctively. To avoid misconceptions, we propose to clarify the concept by providing an overview of the existing theory. This research is one of the first attempts to define the “digitalization” term, and to make a distinction between similar ones. The authors have conducted a systematic review of the existing literature, by identifying and synthesizing the existing body of knowledge. While going digital, firms are expecting to enhance their competitive advantage by offering services throughout virtual channels and operationalize its operations management. Furthermore, the literature suggested the development of new digital technologies along with automation and artificial intelligence is enabling a new wave of smart companies, a topic that deserves to be studied in the future.