ESTGV - DG - Capítulo em obra internacional, como autor
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Browsing ESTGV - DG - Capítulo em obra internacional, como autor by Author "Amorim, Marlene"
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- Disclosing Paths for Multi-channel Service Research: A Contemporaneous Phenomenon and Guidelines for Future InvestigationsPublication . Reis, João; Amorim, Marlene; Melão, NunoThe present paper reports on the findings of a systematic literature review on multi-channel services. In doing so, it uses an affinity diagram to show the results of a content analysis regarding the issues addressed by the existing literature in the field. This enables to understand areas of interest in the contemporary subject of research, find gaps in the literature and, lastly, to uncover guidelines for future research. The results suggest that future investigations should focus on the integration of traditional and virtual services, on quality issues and customer behaviour towards the use of multi-channel services. Previous research also suggests that multi-channel services are largely unaddressed, regarding issues as back-office processes, within the scope of operations management. Subsequently, since multi-channel services are multidisciplinary in nature, these guidelines represent a fruitful opportunity for future research to involve other disciplines.
- New Ways to Deal with Omni-Channel Services: Opening the Door to Synergies, or Problems in the Horizon?Publication . Reis, João; Amorim, Marlene; Melão, NunoThis article aims to investigate organizational synergies in the omni-channel service context. In doing so, it discloses new omni-channel trends and discusses its implications for managers and academics. It uses a qualitative multi-method 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.