Ebook: Technology-Oriented Customer Touchpoints in Context of Services in Retailing: A Differentiated Analysis on Social Presence and Privacy Calculus
Author: Tobias Röding
- Genre: Business // Marketing
- Series: Handel und Internationales Marketing / Retailing and International Marketing
- Year: 2023
- Publisher: Springer Gabler
- City: Wiesbaden
- Language: English
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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..
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