Designing High‐contact Service Systems: Application to Branches of a Savings and Loan*

ABSTRACT The customer‐contact model represents one of the few conceptually based approaches for designing service systems. This paper develops that concept further for high‐contact systems, relative to efficiency and effectiveness notions. Four design features (contact technologies, contact training, data bases, and contact roles) are developed and a simple design methodology (built around the four design features) is presented. A demonstration of the design methodology is provided through its applications to branches of a savings and loan. Areas for additional theoretical and practical refinement of the model and the desirability of multidisciplinary research are discussed.