Process completeness: Strategies for aligning service systems with customers' service needs

Gabriele Piccoli, M. Kathryn Brohman, Richard T. Watson, Ananthanarayanan Parasuraman

Research output: Contribution to journalArticle

19 Citations (Scopus)

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. Crown

Original languageEnglish (US)
Pages (from-to)367-376
Number of pages10
JournalBusiness Horizons
Volume52
Issue number4
DOIs
StatePublished - Jul 2009

Fingerprint

Customer service
Completeness
Service system
Alliances
Parking
Service strategy
Internet firms
Agility
Service delivery systems
Hotels
Airports

Keywords

  • Customer service systems
  • e-Services
  • Information systems
  • Information technology and customer service
  • Inter-organizational systems

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

Cite this

Process completeness : Strategies for aligning service systems with customers' service needs. / Piccoli, Gabriele; Brohman, M. Kathryn; Watson, Richard T.; Parasuraman, Ananthanarayanan.

In: Business Horizons, Vol. 52, No. 4, 07.2009, p. 367-376.

Research output: Contribution to journalArticle

Piccoli, Gabriele ; Brohman, M. Kathryn ; Watson, Richard T. ; Parasuraman, Ananthanarayanan. / Process completeness : Strategies for aligning service systems with customers' service needs. In: Business Horizons. 2009 ; Vol. 52, No. 4. pp. 367-376.
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