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首页> 外文会议>International conference on exploring services science >New Ways to Deal with Omni-Channel Services: Opening the Door to Synergies, or Problems in the Horizon?
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New Ways to Deal with Omni-Channel Services: Opening the Door to Synergies, or Problems in the Horizon?

机译：处理全渠道服务的新方法：打开协同效应之门，还是地平线上的问题？

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摘要

This article aims to investigate organizational synergies in the omni-channel service context. In doing so, it discloses new omni-channel trends and discusses its implications for managers and academics. It uses a qualitative multi-method approach, which includes more than one method of collecting data to generate comprehensiveness and rich knowledge, namely: a systematic literature review and a case study. The transition to an omni-channel service requires companies to overcome many organizational challenges and is compelling academics and practitioners to focus on its operations management. The results indicate that organizational synergies are changing the omni-channel landscape and may provide several opportunities for gaining competitive advantages by implementing new technologies (e.g. m-payments), and anticipating customer needs (e.g. multi-brand experience). It is possible that these organizational synergies are transcending the omni-channel concept, creating new trends, but to confirm this hypothesis further investigation is needed.
机译：本文旨在研究全渠道服务环境下的组织协同作用。在此过程中，它揭示了新的全渠道趋势，并讨论了其对管理人员和学者的影响。它使用定性的多方法方法，该方法包括不止一种收集数据以产生全面性和丰富知识的方法，即：系统的文献综述和案例研究。向全渠道服务的过渡要求公司克服许多组织挑战，并迫使学者和从业人员专注于其运营管理。结果表明，组织协同效应正在改变全渠道格局，并可能通过实施新技术（例如，移动支付）和预测客户需求（例如，多品牌体验）来提供获得竞争优势的机会。这些组织协同作用可能超越了全渠道概念，从而产生了新的趋势，但是要确认这一假设，还需要进一步的研究。

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