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Authors
Advisor(s)
Abstract(s)
This 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.
Description
Keywords
Technology-based business networks Empirical research Service operations Service architecture Case study Omni-channel services Front-office
Citation
Reis, J., Amorim, M., & Melão, N. (2018). Omni-Channel Service Architectures in a Technology-Based Business Network: An Empirical Insight. Em G. Satzger, L. Patrício, M. Zaki, N. Kühl, & P. Hottum (Eds.), Exploring Service Science (pp. 31–44). Springer International Publishing. https://doi.org/10.1007/978-3-030-00713-3_3
Publisher
Springer International Publishing