IDEAS home Printed from https://ideas.repec.org/a/eee/bushor/v52y2009i4p367-376.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0007-6813(09)00031-7
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    3. Plangger, Kirk & Watson, Richard T., 2015. "Balancing customer privacy, secrets, and surveillance: Insights and management," Business Horizons, Elsevier, vol. 58(6), pages 625-633.
    4. 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.
    5. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zemsky, Peter & Adner, Ron, 2003. "Disruptive Technologies and the Emergence of Competition," CEPR Discussion Papers 3994, C.E.P.R. Discussion Papers.
    2. Mohamed Ali Khaldi, 2016. "Mesure opérationnelle de la valeur partenariale et sa répartition," Post-Print hal-01900615, HAL.
    3. Prosman, Ernst Johannes & Cagliano, Raffaella, 2022. "A contingency perspective on manufacturing configurations for the circular economy: Insights from successful start-ups," International Journal of Production Economics, Elsevier, vol. 249(C).
    4. Cinzia Battistella & Gianluca Murgia & Fabio Nonino, 2021. "Free-driven web-based business models," Electronic Commerce Research, Springer, vol. 21(2), pages 445-486, June.
    5. Harborne W. Stuart, 2016. "Value Gaps and Profitability," Strategy Science, INFORMS, vol. 1(1), pages 56-70, March.
    6. David Gaddis Ross, 2012. "On Evaluation Costs in Strategic Factor Markets: The Implications for Competition and Organizational Design," Management Science, INFORMS, vol. 58(4), pages 791-804, April.
    7. Victor M. Bennett & Robert Seamans & Feng Zhu, 2015. "Cannibalization and option value effects of secondary markets: Evidence from the US concert industry," Strategic Management Journal, Wiley Blackwell, vol. 36(11), pages 1599-1614, November.
    8. Palash Deb & Parthiban David & Jonathan O'Brien, 2017. "When is cash good or bad for firm performance?," Strategic Management Journal, Wiley Blackwell, vol. 38(2), pages 436-454, February.
    9. Kirui Damaris & Margaret Oloko, 2014. "The Classroom Situation: Improving Study Habits of Secondary School Students in Zimbabwe," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 3(12), pages 880-885.
    10. Nicolai J. Foss, 2002. "The Strategy and Transaction Cost Nexus Past Debates, Central Questions, and Future Research Possibilities," DRUID Working Papers 02-04, DRUID, Copenhagen Business School, Department of Industrial Economics and Strategy/Aalborg University, Department of Business Studies.
    11. Victor Manuel Bennett, 2013. "Organization and Bargaining: Sales Process Choice at Auto Dealerships," Management Science, INFORMS, vol. 59(9), pages 2003-2018, September.
    12. Ron Adner & Peter Zemsky, 2016. "Diversification and Performance: Linking Relatedness, Market Structure, and the Decision to Diversify," Strategy Science, INFORMS, vol. 1(1), pages 32-55, March.
    13. Feiqiong Chen & Yin Wang, 2014. "Integration risk in cross-border M&A based on internal and external resource: empirical evidence from China," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(1), pages 281-295, January.
    14. Pham, Hanh Song Thi & Petersen, Bent, 2021. "The bargaining power, value capture, and export performance of Vietnamese manufacturers in global value chains," International Business Review, Elsevier, vol. 30(6).
    15. Ritala, Paavo & Tidström, Annika, 2014. "Untangling the value-creation and value-appropriation elements of coopetition strategy: A longitudinal analysis on the firm and relational levels," Scandinavian Journal of Management, Elsevier, vol. 30(4), pages 498-515.
    16. Giovanni Gavetti, 2012. "PERSPECTIVE—Toward a Behavioral Theory of Strategy," Organization Science, INFORMS, vol. 23(1), pages 267-285, February.
    17. Abdul Sattar H. Yousif & Firas Rifai & Hadeel Alhroot, 2017. "Investigating Relationship of Innovation and Entrepreneurship Adoption Concept and University Competitive Advantage: A Field Study," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(7), pages 138-138, June.
    18. Stuart, Harborne Jr., 2004. "Efficient spatial competition," Games and Economic Behavior, Elsevier, vol. 49(2), pages 345-362, November.
    19. Netsanet Haile & Jorn Altmann, 2013. "Estimating the Value Obtained from Using a Software Service Platform," TEMEP Discussion Papers 2013105, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Aug 2013.
    20. Chen, Xu & Luo, Zheng & Wang, Xiaojun, 2019. "Compete or cooperate: Intensity, dynamics, and optimal strategies," Omega, Elsevier, vol. 86(C), pages 76-86.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:52:y:2009:i:4:p:367-376. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.