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Process completeness: strategies for aligning service systems with customers’ service needs

Piccoli, Gabriele and Brohman, M. Kathryn and Watson, Richard Thomas and Parasuraman, A. (2009) Process completeness: strategies for aligning service systems with customers’ service needs. Business Horizons, Vol. 52 (4), p. 367-376. ISSN 0007-6813. Article.

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DOI: 10.1016/j.bushor.2009.03.001

Abstract

Increasingly, customers are expecting more and better service. As such, enterprises need guidelines and frameworks for addressing these expanding requirements. The concept of process completeness helps us to consider service from the customer's viewpoint; arguably, the only perspective to take. Process completeness is achieved when a firm's service delivery system matches the typical customer's breadth of expectations. While customers think in sets of services (e.g., I need a flight, a hotel, airport parking, wireless Internet), firms think in terms of single services (e.g., we can provide a flight). There are four basic service systems: (1) transaction—execute a basic request and nothing else, (2) process—handling all firm-related service requests through one touch point, (3) alliance—handling service requests through a single touch point via stitching together a static firm-selected alliance of service partners, and (4) agility—handling service requests through a single touch point via stitching together a dynamic customer-selected alliance of service partners. In addition to exploring the four service systems, this article guides executives regarding the selection and implementation of the appropriate service strategy that meets their typical customer's process completeness expectations.

Item Type:Article
ID Code:2772
Status:Published
Refereed:Yes
Uncontrolled Keywords:Customer service systems, information systems, e-Services, information technology and customer service, inter-organizational systems
Subjects:Area 13 - Scienze economiche e statistiche > SECS-P/06 Economia applicata
Divisions:001 Università di Sassari > 01 Dipartimenti > Economia, impresa, regolamentazione
Publisher:Elsevier
ISSN:0007-6813
Copyright Holders:© 2009 Kelley School of Business, Indiana University
Deposited On:20 Aug 2009 08:59

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