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Publication
Serviço multi-canal: uma estratégia para o futuro
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Advisor(s)
Abstract(s)
Desde 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.
Since their emergence, services have taken a vital role in our lives. Recently, with the appearance of new technologies and the diffusion of the Internet, multichannel services received a considerable attention in the relationship between customers and organizations. This article provides a synthesis of the literature about multi-channel services, with special emphasis on its advantages and limitations and on quality issues. It is concluded that in general the benefits outweigh its limitations and that quality issues and inherently linked to the design and control of multi-channel services. This paper is also a call for further research in this area.
Since their emergence, services have taken a vital role in our lives. Recently, with the appearance of new technologies and the diffusion of the Internet, multichannel services received a considerable attention in the relationship between customers and organizations. This article provides a synthesis of the literature about multi-channel services, with special emphasis on its advantages and limitations and on quality issues. It is concluded that in general the benefits outweigh its limitations and that quality issues and inherently linked to the design and control of multi-channel services. This paper is also a call for further research in this area.
Description
Keywords
Serviços Operações Internet Serviços multicanal Qualidade
Citation
Reis, J., & Melão, N. (2010). Serviço multi-canal: uma estratégia para o futuro. Gestão e Desenvolvimento, 17, 27-49.
Publisher
Universidade Católica Portuguesa, Centro Regional das Beiras, Departamento de Economia, Gestão e Ciências Sociais