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| Author: | Jarvinen, R. Lehtinen, U. Vuorinen, I. |
| Title: | Options of strategic decision making in services: Tech, touch and customization in financial services |
| Journal: | European Journal of Marketing
2003 : VOL. 37:5-6, p. 774-795 |
| Index terms: | STRATEGY DECISION MAKING SERVICE INDUSTRIES TECHNOLOGY FINLAND |
| Language: | eng |
| Abstract: | Service-marketing literature has traditionally built upon the combination of low technology and high interaction between service providers and customers in service delivery. However, many service organisations have started to utilize high-tech in their operations. More specifically, they are considering how to make their services available to a wide range of customers with the aid of technology. So far, only few empirically oriented studies on this trend can be found in service literature. In this article the topic is approached on the basis of both services marketing literature and an in-depth analysis of two case studies. The empirical evidence was gathered from two Finnish financial organisations, an insurance company and a bank, both having utilized technology in their service production and delivery. |
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