Interactive Services Operations: The Relationships among Information, Technology and Exchange Transactions on the Quality of the Customer‐Contact Interface

The customer‐contact interface is discussed here. Defined as interactive service operations, it can be divided into two separate levels, first, the service operations interface between the firm and its customers and, secondly, the internal interactions of the firm′s operations driven by technological advancement and more demanding customer expectations. The latter is explored thoroughly with special reference to the management of delivery mechanisms and their concurrent marketing.