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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.
- 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.
- 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
- Omni-channel Services Failure and Recovery: A Case Study ResearchPublication . Reis, João Carlos Gonçalves dos; Amorim, Marlene Paula Castro; Melão, Nuno Filipe RosaThis study investigates the way service providers are employing their channels to support the handling of customer complaints, using a qualitative case study research approach in a Portuguese private bank. It characterizes the omni-channel recovery practices and discusses its implications for customer satisfaction. The results suggest that the degree of customers ́(dis)satisfaction is not directly linked to the nature nor the severity of the existing failure, but rather with the service recovery process. This area represents a key research opportunity regarding the customer complaint in the contemporary service industry.