PROVE it! A practical primer to positioning theoretically
In: Australasian marketing journal: AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC), Band 28, Heft 1, S. 57-64
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In: Australasian marketing journal: AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC), Band 28, Heft 1, S. 57-64
In: Australasian marketing journal: AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC), Band 27, Heft 3, S. 187-196
In: Australasian Marketing Journal (AMJ), 27(3), 187-196. doi:10.1016/j.ausmj.2019.05.001
SSRN
In: European Journal of Marketing, 53(6), 1152-1175. doi:10.1108/ejm-12-2016-0828auc
SSRN
In: Consumption, markets and culture, Band 21, Heft 4, S. 295-300
ISSN: 1477-223X
In: Consumption Markets & Culture, 21(4), 295-300. doi:10.1080/10253866.2018.1460906
SSRN
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 38, Heft 2, S. 278-299
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 31, Heft 4, S. 813-823
ISSN: 1537-5277
In: Consumption, markets and culture, Band 14, Heft 3, S. 245-265
ISSN: 1477-223X
In: Australasian marketing journal: AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC), Band 23, Heft 4, S. 294-302
In: Journal of service research
ISSN: 1552-7379
The use of digital employees (DEs)—chatbots powered by artificial intelligence (AI)—is becoming increasingly common in the service industry. However, it is unclear whether collaborations between the human employee (HE) and DE can influence customer outcomes, and what the mechanisms behind such outcomes are. This research proposes and tests a theoretical model that explains how the communication of HE-DE collaboration in the form of interdependent behavioral cues can influence customer evaluations of the service they received from such a team. Five experimental studies involving a total of 1403 participants demonstrate that making HE-DE collaboration visible to customers during the service encounter can reinforce their perception of HE-DE team cohesiveness and service process fluency, driving satisfaction. The communication of coordination and team goal cues are two strong stimulants that strengthen such impressions. Further, this research also reveals that the HE-DE collaboration (vs. augmentation or substitution) appeals to customers thanks to their perception of a transparent process, which is induced through collaborative cues. This research provides theoretical implications for a transparent collaborative process between HE and DE and practical advice for firms seeking to integrate DE into their organizations' workflows.
In: Journal of consumer research: JCR ; an interdisciplinary journal
ISSN: 1537-5277
Abstract
Why do consumers choose difficult analog technologies over their labor-saving digital counterparts? Through ethnographic investigations of three once defunct analog technologies that have experienced a resurgence (vinyl music, film photography, and analog synthesizers), we explore how the act of consumer work enables consumers to experience shifting dimensions of agency. We utilize the theoretical lens of serious leisure to introduce a four-stage work process (novice, apprentice, craft, and design) in which the experience of agency is dependent on the shifting relations between user, object, and context. The four stages are cumulative and conjunctive, representing the development of skills toward mastery while also being connected via three transition mechanisms (contextualization, schematization, and hypothesization) that address agency–alienation tensions. The transition through these mechanisms is necessary to sustain emotional engagement in consumer work. Our contribution lies in demonstrating the myriad of ways in which consumer work as serious leisure generates different experiences of agency and alienation and the ways in which consumers can sustain engagement in their work.