Service concept and service design methodologies; which we will discuss in more detail in the next section; are not well-developed; nor are they used effectively and efficiently; and as a result services are often sloppily designed (Johnston 1999; Goldstein; Johnston et al. 2002). It is even more difficult to find methods that support e-service design for a multi-channel context. A study of 19 cases shows that e-service (concept) design is a chaotic process that often leads to service failures; channel conflicts and financial losses (Simons & Bouwman; 2004). In this paper we present a method that meets design criteria such as channel coherence and synergy; and using qualitative quasiexperimental research we show that it is a method that meets those criteria better than an alternative; more general method. To do so; we start by reviewing existing services design methods and multi-channel literature in order to extract relevant design criteria. We will then propose an alternative approach; i.e. extended Quality Functional Deployment (MUCHQFD). We will answer our research question - ‚ÄúDoes MUCHQFD score better in terms of meeting the relevant design requirements than a more general (fundamental engineering) design approach?‚ÄĚ - by comparing the process and the design artefact for both methods in six ‚Äėcases‚Äô.
Keywords: Design; service design; multi-channel strategy; Internet service; case-studies