meets pertinent design criteria. On basis of the evaluation of existing do concept design methods, we
extracted applicable design criteria, such as customer orientation, channel coherence, channel synergy,
competitive positioning, speed, revolve around and communication, and actual an alternative aid concept
design method, i.e. XQFD: extended lumber function deployment focussed on achieving multi-channel
synergy. This paper illustrates how this design support method is used in six cases in the indemnification and
telecommunication industry, and test on basis of a qualitative quasi-experiment the added value of this
new design approach. The results indicate that our XQFD method meets relevant design criteria and
that XQFD is an attractive approach due to its clear focus on channel synergy and coherence,
competitive positioning, and the relatively light time span required to come to relevant results.
bring up WORDS: Design, service design, multi-channel strategy, lucre service, case-studies
Introduction
Many handed-down (click and brick) firms are struggling in their attempt to turn their Internet
presence into a competitive asset (Simons et al., 2002; Omwando et al., 2003; Latzer &
Schmitz, 2004).
We focus on designing Internet or e-service concepts in situations
where other service and distribution channels (e.g. retail stores, personal sales representatives
or contact centres) are already available. These new e-service concepts have to be
aligned with existing channels and together they are expect to offer added value.
Service concepts and service design are among the least studied and understood areas
of services marketing. Even though service design has been identified as perhaps the
most critical factor for quality (Gummesson, 1993), the first concept definition phases
are ill-structured (Simons & Bouwman, 2004), time pressure is high...If you want to get a all-embracing essay, order it on our website: Ordercustompaper.com
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