Multi-channel service concept definition and prototyping
by Ron Sperling, Luuk P.A. Simons, Harry Bouwman
International Journal of Electronic Business (IJEB), Vol. 7, No. 3, 2009

Abstract: Although multi-channel shopping has become normal for customers, firms are struggling with consciously designing their multi-channel mix. Design methods are useful to improve the design process. This paper proceeds from an existing method which identifies multi-channel customer needs and functional requirements, based on Quality Function Deployment (QFD). We created a follow-up method for specifying detailed navigation structures and web page design. Participants from three cases evaluated our method based on five criteria. Valuable for the design process is the combination of speed, customer orientation, involvement of relevant stakeholders, plus the visualisation of multi-channel and technical issues in an e-service prototype.

Online publication date: Fri, 19-Jun-2009

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