Organizational frontlines in the digital age: The Consumer–Autonomous Technology–Worker (CAW) framework
van Doorn, Jenny Smailhodzic, Edin Puntoni, Stefano Li, Jia Schumann, Jan Hendrik Holthöwer, Jana
van Doorn, Jenny
Smailhodzic, Edin
Puntoni, Stefano
Li, Jia
Schumann, Jan Hendrik
Holthöwer, Jana
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Publication Type
Journal article with impact factor
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Supervisor
Publication Year
2023-09
Journal
Journal of Business Research
Book
Publication Volume
164
Publication Issue
September
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Abstract
While organizational frontlines in the digital age involve complex interactions between consumers, autonomous technology (AT), and frontline workers, research so far largely focuses on the effect of AT on either the consumer or the worker. Bridging the fields of marketing and organizational behavior, we develop the Consumer–Autonomous Technology–Worker (CAW) framework, which reflects the implications of consumer–worker–AT interactions. We consider that AT can be consumer-facing, such as service robots, or worker-facing, such as AT-enabled knowledge-based systems supporting a worker’s decision-making. Drawing on illustrative interviews in hospitality contexts with workers who co-work with robots and the consumers served, we develop research propositions that highlight avenues for future research. We expect consumer–worker relations to strengthen when AT augments instead of replaces the worker. Human leadership is critical for consumers’ and workers’ acceptance of AT, while AT anthropomorphism is less critical in the presence of a human worker.
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Keywords
35 Commerce, Management, Tourism and Services, 3503 Business Systems In Context, 3506 Marketing