CHAPTER 7

Service Design and Multichannel Management

A service-centered perspective requires organizations to manage and coordinate a larger set of functions. For goods, managers typically make decisions about:

  • Price;

  • Product;

  • Promotion; and

  • Place (i.e., distribution or supply chains and networks).

However, service-centric organizations that focus on the customer experience manage and coordinate additional decisions concerning:1

  • Processes;

  • People; and

  • Physical evidence.

Processes, people, and physical evidence are critical to the creation and delivery of the customer experience. Hence, Chapters 7 and 8 discuss these last three activities, beginning with designing and managing processes.

Process refers to the procedures and activities through ...

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