The Evolution of B2B E-Services from First Generation E-Commerce Solutions to Multichannel Architectures
Journal
Journal of Electronic Commerce in Organizations
ISSN
1539-2937
Type
journal article
Date Issued
2008-04-01
Author(s)
Legner, Christine
Research Team
IWI2, BN3
Abstract
Although e-services have been recognized for their contribution to strengthening customer relationships and fostering customer loyalty, prior research is heavily skewed toward the field of business-to-consumer interactions and online retail channels. This paper explores the evolution of e-services in the business-to-business domain. Based on the case study of a Swiss manufacturer of watch movements and components, it identifies three stages of increasing electronic interaction with customers. The company pioneered online ordering of watch spare parts based on a first generation e-commerce solution and subsequently introduced a comprehensive customer service portal. Our research suggests that moving from the e-commerce solution to the customer process portal involved a significant extension of the e-service portfolio (service innovation), whereas the subsequent stage introduced an additional electronic channel (channel innovation). Every stage in this evolution path forces companies to substantially rearchitect their interorganizational process and system linkages. We conclude that a service-oriented multi-channel architecture makes it easier to cope with the growing number of e-services and the complexity of serving multiple electronic channels
Language
English
Keywords
Customer Service
eBusiness
Portal
Multi Channel Management
Integration
Web Services
HSG Classification
not classified
Refereed
Yes
Publisher
IGI Global
Publisher place
New York, NY
Volume
6
Number
2
Start page
58
End page
77
Pages
20
Subject(s)
Division(s)
Eprints ID
67330