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- Omni-Channel Service Architectures in a Technology-Based Business Network: An Empirical InsightPublication . Reis, João; Amorim, Marlene; Melão, NunoThis 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 network-preferred 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 omni-channel 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 omni-channel strategy in a business network context.
- Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industryPublication . Reis, João; Amorim, Marlene; Melão, NunoThis article aims to investigate how service providers are employing their channels to support the handling of customer complaints in an online to offline era. It provides a timely contribution by characterizing multichannel recovery practices, discussing its implications for customers, and discovering new trends. The study employs a qualitative multi-method research, which includes not only more than one method of collecting data, but also more than one method of analyzing data. Data collection involved 50 records of customer complaints, 10 semi-structured interviews, direct observation and internal bank reports. The results suggest that multichannel customers are not willing to interact with a large number of channels to solve their problems leading to a high number of interactions. Customers expect a complex recovery not in terms of interactivity but in terms of depth. Recovery solutions, such as apologizing and monetary compensations are non-permanent solutions, are inefficient in the long term and imply financial losses. Despite the investment that is required, this investigation advocates for permanent solutions. To avoid service failures and complex recovery processes, it is possible that companies are improving their operations management in search of new strategies that are blurring the boundaries of O2O into a mix of offline and online channels (O2).
- Service failure and recovery in technology-based business networksPublication . Reis, João; Amorim, Marlene; Melão, NunoPurpose – This paper aims to investigate how service providers are using their channels to support the handling of customer complaints in a technology-based business network (Tb2N) environment. It aims to discuss the implications from existing misalignments between the service delivery debilities and the complexity of the Tb2N recovery process. Design/methodology/approach – This study used an exploratory case study research conducted in a Portuguese private bank. Data collection involved multiple sources for corroboration purposes, such as reports from customer complaints, semi-structured interviews, direct observation and official documents. Data were analysed to identify paths and relationships between constructs, to reduce data, to enable interpretation and to achieve valid and reliable results. Findings – The case analysis revealed four types of Tb2N debilities: weaknesses in what concerns the channel migration to new technologies, automated physical and virtual barriers in accessing the firms’ common channel, non-automated barriers concerning the cross-training of employees and, finally, barriers concerning the service operations management. Originality/value – To the best of the authors’ knowledge, this is the first attempt to characterize the service failure and recovery in a Tb2N context. Complaint management is an essential tool for managers, as failures in service delivery are inevitable and the recovery of such encounters encompasses significant challenges. For academics, this is the first effort to discuss a growing topic in the operations management literature. Further investigation is needed, and with this contribution, the authors expect to stimulate other researchers to provide their contribution.
- Digital Transformation: A Literature Review and Guidelines for Future ResearchPublication . Reis, João; Amorim, Marlene; Melão, Nuno; Matos, PatríciaThe aim of this paper is to provide insights regarding the state of the art of Digital Transformation, and to propose avenues for future research. Using a systematic literature review of 206 peer-reviewed articles, this paper provides an overview of the literature. Among other things, the findings indicate that managers should adapt their business strategy to a new digital reality. This mainly results in the adaptation of processes and operations management. Scholars, for the other side, are also facing challenges, as prior research may not have identified all the opportunities and challenges of Digital Transformation. Furthermore, while the Digital Transformation has expanded to all sectors of activity there are some areas with more prospects of being developed in the future than others.
- Artificial Intelligence in Government Services: A Systematic Literature ReviewPublication . Reis, João; Santo, Paula Espírito; Melão, NunoThe aim of this paper is to provide an overview on how artificial intelligence is shaping the digital era, in policy making and governmental terms. In doing so, it discloses new opportunities and discusses its implications to be considered by policy-makers. The research uses a systematic literature review, which includes more than one technique of data analysis in order to generate comprehensiveness and rich knowledge, we use: a bibliometric analysis and a content analysis. While artificial intelligence is identified as an extension of digital transformation, the results suggest the need to deepen scientific research in the fields of public administration, governmental law and business economics, areas where digital transformation still stands out from artificial intelligence. Although bringing together public and private sectors, to collaborate in the public service delivery, presents major advantages to policy makers, evidence has also shown the existence of negative effects of such collaboration.
- 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.
- 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.