Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industry
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.26/23234 |
Resumo: | This 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, that 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). |
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Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industryMultichannel servicesFailureRecoveryOperations managementOffline channelsOnline channelsThis 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, that 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).ElsevierRepositório ComumReis, João Carlos Gonçalves dosAmorim, Marlene Paula CastroMelão, Nuno Filipe Rosa2020-07-04T00:30:11Z2018-01-01T00:00:00Z2018-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.26/23234enghttps://doi.org/10.1016/j.ijpe.2018.07.001info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-09-21T08:56:09Zoai:comum.rcaap.pt:10400.26/23234Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:54:51.119397Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industry |
title |
Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industry |
spellingShingle |
Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industry Reis, João Carlos Gonçalves dos Multichannel services Failure Recovery Operations management Offline channels Online channels |
title_short |
Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industry |
title_full |
Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industry |
title_fullStr |
Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industry |
title_full_unstemmed |
Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industry |
title_sort |
Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industry |
author |
Reis, João Carlos Gonçalves dos |
author_facet |
Reis, João Carlos Gonçalves dos Amorim, Marlene Paula Castro Melão, Nuno Filipe Rosa |
author_role |
author |
author2 |
Amorim, Marlene Paula Castro Melão, Nuno Filipe Rosa |
author2_role |
author author |
dc.contributor.none.fl_str_mv |
Repositório Comum |
dc.contributor.author.fl_str_mv |
Reis, João Carlos Gonçalves dos Amorim, Marlene Paula Castro Melão, Nuno Filipe Rosa |
dc.subject.por.fl_str_mv |
Multichannel services Failure Recovery Operations management Offline channels Online channels |
topic |
Multichannel services Failure Recovery Operations management Offline channels Online channels |
description |
This 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, that 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). |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-01-01T00:00:00Z 2018-01-01T00:00:00Z 2020-07-04T00:30:11Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.26/23234 |
url |
http://hdl.handle.net/10400.26/23234 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://doi.org/10.1016/j.ijpe.2018.07.001 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Elsevier |
publisher.none.fl_str_mv |
Elsevier |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1817554006128459776 |