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Evolution of Business-to-Business E-Services from First Generation E-Commerce Solutions to Multichannel Architectures

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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
   
type journal paper
   
keywords Customer Service, eBusiness, Portal, Multi Channel Management, Integration, Web Services
   
language English
kind of paper journal article
date of appearance 01-09-2008
journal Journal of Electronic Commerce in Organizations
volume of journal 6
number of issue 2
page(s) 58-77
review double-blind review
   
citation Legner, C. (2008). Evolution of Business-to-Business E-Services from First Generation E-Commerce Solutions to Multichannel Architectures. Journal of Electronic Commerce in Organizations, 6(2), 58-77.