Technology-Oriented Customer Touchpoints in Context of Services in Retailing

A Differentiated Analysis on Social Presence and Privacy Calculus

verfasst von: Tobias Röding

Verlag: Springer Fachmedien Wiesbaden

Buchreihe : Reihe Handel und Internationales Marketing / Series Retailing and International Marketing

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

In this book, Tobias Röding addresses the topic of technology use along different touchpoints in context of different services in retailing, both in offline and online retail, with a total of eight essays. In particular, the interaction of technology use and the frontline employee is also considered and a special focus is placed on aspects of data disclosure by customers. In this context, the essays concentrate in varying degrees on the social interaction between customer, frontline employee and a service-technology, as well as on the balancing of benefits and risks for the customer in a possible disclosure of personal information. Based on the essays' findings, implications for both practice and academia are provided..

Inhaltsverzeichnis

Frontmatter

Chapter 1. Motivation and Orientation

Abstract

A key challenge for retailers is to effectively combine technology and human resources to meet customers where they want to be met in an ever more technological and digitalised market (Lemon and Verhoef, 2016; Bleier et al., 2019; Kuckertz et al., 2020). The individual customer experience is closely related to the way innovative technologies are integrated into service-oriented processes (Grewal et al., 2020). The convergence and acceptance of technology-oriented customer touchpoints depends on ever-changing customer preferences. The continuing growth of the online shopping market in Germany—the growth rate was + 18.4% in 2020, excluding food (HDE, 2021)—underlines this change in shopping behaviour.

Tobias Röding

Chapter 2. Structure and Content of the Essays

Abstract

The aim of this dissertation is to present different perspectives on customers' perceptions and behaviour in the context of technology-oriented customer touchpoints at and beyond brick-and-mortar retailing. Eight empirical studies examine how customers approach and interact with different types of thechnology-oriented services. The focus of this dissertation is on different forms of service-related technologies and the importance of human service employees in this context.

Tobias Röding

Chapter 3. Essays

Abstract

Research into PoS technologies has demonstrated a number of positive influences on services, such as increasing flexibility, the adaptability of frontline employees and perceived customer customisation as well as improving customer satisfaction. Recent literature has highlighted that more innovative service technologies, including AR or VR in particular, enrich the customer-service experience, heightening the entertainment value for customers and also accelerating the purchase-decision process.

Tobias Röding

Chapter 4. Discussion and Implication

Abstract

With regard to the dissertations’ key objective (1), new light was shed on the common understanding of the benefits and limitations of technology-oriented customer touchpoints in customer–service–technology interactions. Three levels (service-, product- and data-related variables) were derived from the variables used in the eight studies, as shown in Table 4.1.

Tobias Röding

Backmatter

Titel: Technology-Oriented Customer Touchpoints in Context of Services in Retailing
verfasst von: Tobias Röding
Verlag: Springer Fachmedien Wiesbaden
Electronic ISBN: 978-3-658-40554-0
Print ISBN: 978-3-658-40553-3
DOI: https://doi.org/10.1007/978-3-658-40554-0