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

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  • Piccoli, Gabriele
  • Brohman, M. Kathryn
  • Watson, Richard T.
  • Parasuraman, A.

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.

Suggested Citation

  • Piccoli, Gabriele & Brohman, M. Kathryn & Watson, Richard T. & Parasuraman, A., 2009. "Process completeness: Strategies for aligning service systems with customers' service needs," Business Horizons, Elsevier, vol. 52(4), pages 367-376, July.
    • Handle: RePEc:eee:bushor:v:52:y:2009:i:4:p:367-376
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    References listed on IDEAS

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    1. Adam M. Brandenburger & Harborne W. Stuart, 1996. "Value‐based Business Strategy," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 5(1), pages 5-24, March.
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    1. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    2. Plangger, Kirk & Watson, Richard T., 2015. "Balancing customer privacy, secrets, and surveillance: Insights and management," Business Horizons, Elsevier, vol. 58(6), pages 625-633.
    3. Chih-Chin Liang & Ngoc Ly Nguyen, 2018. "Marketing strategy of internet-banking service based on perceptions of service quality in Vietnam," Electronic Commerce Research, Springer, vol. 18(3), pages 629-646, September.
    4. Göbl, Martin & Klaus, Markus, 2014. "Bridging the Service Gap - Business Process Redesign & Information Technology as Multidimensional Success Driver for Logistics Service Providers," Journal of Applied Leadership and Management, Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology, vol. 3, pages 104-124.
    5. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Going on a journey: A review of the customer journey literature," Journal of Business Research, Elsevier, vol. 125(C), pages 336-353.

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