Organizational frontlines in the digital age: The consumer–autonomous technology–worker (CAW) framework
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Publication type
Vlerick strategic journal articlePublication Year
2023Journal
Journal of Business ResearchPublication Volume
164Publication Issue
September
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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.Knowledge Domain/Industry
People Management & Leadershipae974a485f413a2113503eed53cd6c53
10.1016/j.jbusres.2023.114000