Although the multi-channel shopper has recently become a dominant consumer type, firms
are still struggling with consciously designing their multi-channel service mix. In this paper, a
design method based on QFD (Quality Function Deployment) is introduced and tested for
defining eservices that have to function in a multi-channel context. Within a design research
perspective, a structured field experiment was conducted, using control group testing. Two
measurement instruments were used: questionnaires for business participants (n= 62) and a …