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dc.contributor.authorPlé, Loïc
dc.contributor.authorLefebvre, Isabelle
dc.date.accessioned2009-11-27T14:23:41Z
dc.date.available2009-11-27T14:23:41Z
dc.date.issued2003
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/2561
dc.language.isoenen
dc.subjectopportunismen
dc.subjectretail banking sectoren
dc.subjectdistribution channelsen
dc.subjectmultichannel distributionen
dc.subjectintra-organizational coordinationen
dc.subject.ddc658.8en
dc.subject.classificationjelM31en
dc.titleNew distribution channels in service firms: marketing and organizational consequencesen
dc.typeCommunication / Conférence
dc.description.abstractenThis paper aims at showing marketing and organizational impacts of the diversification of distribution channels, i.e. interfaces between distributor and consumer, on the service encounter between customers and a service firm in retail banking. Interactions between branches, the outgoing call-centre and the incoming call-centre are scrutinized. Our study highlights four main results : (a) New distribution channels use is linked to customer profile, and lack of customer capacity to participate is a major restraint to customer willingness to participate. (b) New distribution channels favour potential customer opportunism for a limited number of customers. Two forms of opportunism are shown: active and premeditated opportunism versus the incoming call-centre, “spontaneous” or “incident” opportunism when called by the outgoing call-centre. (c) To limit potential opportunism, the bank insists on formal coordination mechanisms: process standardization, qualification standardization, direct supervision. (d) the customer acts as a “perception filter” between the different channels employees. The customer’s actions modify - positively or more generally negatively - the internal perception of branch sales people about their colleagues working in the call centre.en
dc.identifier.citationpages20en
dc.description.sponsorshipprivateouien
dc.subject.ddclabelMarketingen
dc.relation.conftitleAMA SERVSIG Services Research Conference, Reims Management Schoolen
dc.relation.confdate2003
dc.relation.confcityReimsen
dc.relation.confcountryFranceen


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