Course Title: Doctor of Philosopy in Management

Thesis Title: Synergism in Multichannel Service Delivery

Supervisors: Prof Byron Keating and Assoc. Prof. Ali Quazi

Abstract:

Despite the increasing adoption of multichannel service strategies by organizations, there is a noticeable lack of empirical research exploring the impact of performance in a channel on expectations and performance in other channels of a multichannel service provider. The current study is amongst the first to address this important issue. Relying on the Service Value Chain (Heskett et al. 1994), Halo effect, and the Theory of Planned Behaviour (Fishbein and Ajzen, 1975) to develop a theoretical framework for exploring multichannel service delivery, we empirically test whether performance in one channel has a synergistic or cannibalistic effect on performance of alternate channels of a service provider. The conceptual model will be further examined by controlling the possible moderating effects of (i) service complexities; (ii) setting; and (iii) level of self-service. Partial least squares (SmartPLS) will be used to test the conceptual model by secondary data. A series of experiments will be run, in an explanatory phase, to probe the result of the exploratory phase further and to examine the influence of moderating effects.

Short Bio:

Marjan Aslanzadeh is a PhD candidate in Faculty of Business and Government. She has a Bachelor of public Management and Master of Information Technology Management. Currently, she is doing her PhD research under the topic of Synergism in Multichannel Service Delivery. During her PhD program she has worked as a tutor at University of Wollongong for courses: Cross-cultural Issues in Business (in 2009) and Electronic-Business (in 2010). Furthermore, in 2011, at University of Canberra as a sessional staff she was a lecturer for the course Service Industry Management 1.

Publications:

Aslanzadeh, M. Kardar L. (2009), Logistics Management and SCM in Disasters, in R. Zanjirani Farahani et al., (eds.) Supply Chain and Logistics in National, International and Governmental Environment. Contributions to Management Science, Springer-Verlag, Berlin Heidelberg.

 Fallah, H., Naimi Sadigh, A.  and Aslanzadeh, M. (2009), Covering Problem, in R.Z. Farahani and M. Hekmatfar (eds.), Facility Location: Conceppts, Models, Algorithms and Case studies, Contributions to Management Science, Physica-Verlag, Heidelberg.

Conference papers/presentations:

Aslanzadeh, M. & Keating B. 2011, Synergism in Multichannel Service Delivery, QUIS12, Cornell University, Ithaca, USA.

Aslanzadeh, M. & Keating, B. 2011, Synergism in Multichannel Service Delivery, Frontiers in Service Conference, Ohio State University, Columbus, USA.

Interests:

Multichannel Service Delivery, Service Management, Multichannel Service Quality, Customer Behavior, Customer Psychology, Service Dominant Logic, Service Design,