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

255 Pages·2023·1.565 MB·English

by  Tobias Röding

Handel und Internationales Marketing
Retailing and International Marketing
Bernhard Swoboda · Thomas Foscht
Hanna Schramm-Klein Hrsg.
Tobias Röding
Technology-Oriented
Customer Touchpoints
in Context of Services
in Retailing
A Differentiated Analysis on Social
Presence and Privacy Calculus
Handel und Internationales Marketing
Retailing and International Marketing
SeriesEditors
BernhardSwoboda,UniversitätTrier,Trier,Germany
ThomasFoscht,Karl-Franzens-UniversitätGraz,Graz,Austria
HannaSchramm-Klein,LehrstuhlfürMarketing,UniversitätSiegen,Siegen,
Germany
Die Schriftenreihe fördert die Themengebiete Handel und Internationales Mar-
keting. Diese charakterisieren – jedes für sich, aber auch in inhaltlicher Kom-
bination – die Forschungsschwerpunkte der Herausgeber. Beide Themengebiete
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die von den Herausgebern für die Schriftenreihe vorgeschlagen werden, steht
die Reihe auch externen wissenschaftlichen Arbeiten offen. Diese können bei
den Herausgebern eingereicht und nach einer positiven Begutachtung publiziert
werden.
The book series focuses on the fields of Retailing and International Marketing.
These two areas represent the research fields of the editors—each of them as a
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widely understood. Consequently, the series provides a platform for the publi-
cation of doctoral theses and habilitations, conference proceedings and edited
books, as well as related methodological issues that encompass the focus of the
series.Theseriesisbroadinthesensethatitcoversacademicworksintheareaof
consumer-oriented marketing as well as the area of marketoriented management.
In addition to academic works recommended by the editors, the book series also
welcomes other academic contributions. These may be submitted to the editors
and will be published in the book series after a positive assessment.
Tobias Röding
Technology-Oriented
Customer Touchpoints
in Context of Services
in Retailing
A Differentiated Analysis on Social
Presence and Privacy Calculus
TobiasRöding
Siegen,Germany
TobiasRöding,Dissertation,UniversitätSiegen,2022
ISSN2626-3327 ISSN2626-3335 (electronic)
HandelundInternationalesMarketingRetailingandInternationalMarketing
ISBN978-3-658-40553-3 ISBN978-3-658-40554-0 (eBook)
https://doi.org/10.1007/978-3-658-40554-0
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Contents
1 MotivationandOrientation .................................... 1
1.1 An Overview of Technology-Oriented Customer
Touchpoints in Retailing ................................... 1
1.2 The Relevance of the Customer–Retailer Relationship ......... 4
1.3 Service in the Context of the Privacy Calculus
and Perceived Social Presence .............................. 6
1.4 An Integrated Typology of Technology-Oriented Customer
Touchpoints .............................................. 10
2 StructureandContentoftheEssays ............................ 19
2.1 Focus of the Essays ....................................... 19
2.2 Abstracts of the Essays .................................... 22
3 Essays ........................................................ 35
3.1 Essay 1. A Classification of Information-oriented Point
of Sale Technology in Relation to Customer Perception ........ 35
3.2 Essay 2. How to Infuse Mobile Technologies in Frontline
ServiceEncounters:AnExperimentalAnalysisofCustomer
Responses ................................................ 54
3.3 Essay 3. The Role of the Frontline Employee
in Technology-Based Service Encounters .................... 73
3.4 Essay 4. The Relevance of Corporate Information
Transparency of the Use and Handling of Customers’ Data
in Online Product Presentation .............................. 90
v
vi Contents
3.5 Essay 5. The Impact of IT/IS, Lifestyle and Income
Related Influences on Customers’ Intention
to Provide Digitally Transferred Access Permission
in Last Mile Delivery—an Empirical Analysis
before and during the COVID-19 Pandemic .................. 107
3.6 Essay 6. MIRROR, MIRROR…on the Shelf: The Impact
of Perceived Age Similarity and Gender Congruence
between the Customer and the Voice of a Smart Voice
Assistant ................................................. 135
3.7 Essay 7. The Influence of Technology Infusion
on Customers’ Information Disclosure Behaviour
within the Frontline Service Encounter ...................... 154
3.8 Essay 8. Help Us to Help You: The Effects of Customer
IncentivisationandTechnologyInfusiononDataDisclosure
and Accuracy in Stationary Retail ........................... 178
4 DiscussionandImplication ..................................... 205
4.1 An Extended Perspective on Technology-Oriented
Customer Touchpoints ..................................... 205
4.2 Implications for Theory and Practice ........................ 212
4.3 Relevance for Future Studies ............................... 216
References ....................................................... 219
Abbreviations
AI Artificial Intelligence
ANCOVA Analysis of Covariance
ANOVA Analysis of Variance
AR Augmented Reality
AVE Average Variance Extracted
CEP Courier, Express and Parcel Services
COVID Corona Virus Disease
CR Composite Reliability d_
DIY Do-It-Yourself Store
DAF Dispersion Accounting For
Df Degrees of Freedom
DV Dependent Variable
e-commerce Electronic Commerce
e.g. exempli gratia (for example)
et al. et alii/et aliae/et alia (and others)
H Hypothesis
HiPC High Privacy Calculus
HiSP High Social Presence
i.e. id est (that is to say)
IS Information Systems
IT Information Technology
LLCI Lower Limit Confidence Interval
LoPC Low Privacy Calculus
LoSP Low Social Presence
M Mean
MANOVA Multivariate Analysis of Variance
vii
viii Abbreviations
MDS Multidimensional Scaling
MICOM Measurement Invariance of Composite Models
MS Mean Square
N Number of Sample Size
n.d. no date
NFI Normed Fit Index
p p-value
p Page
PLS Partial Least Squares
PoS Point of Sale
Q2 Stone-Geisser-Kriterium
QR Quick Response
R2 R-squared (Coefficient of Determination)
RQ Research Question
SD Standard Deviation
Sig. Significance Level
SPSS Statistical Package for the Social Sciences
SRMR Standardized Root Mean Square Residual
SVA Smart Voice Assistant
t t-statistic
TTF Task technology fit model
ULCI Upper Limit Confidence Interval
VIF Variance Inflation Factor
VR Virtual Reality
α Cronbach’s Alpha
β Beta (standardized Coefficient)
List of Figures
Figure 1.1 Social Presence—Privacy Calculus Typology
of Technology-Oriented Customer-Touchpoints .......... 17
Figure 3.1 Result of MDS analysis ............................. 45
Figure 3.2 Research Model for Essay 2 ......................... 57
Figure 3.3 Exemplary excerpt of the video stimuli of study
2 (type of technology infusion within the service
encounter: technology-free vs. technology-facilitated
vs. technology-assisted) ............................. 63
Figure 3.4 Experimental design of study 2 (type of technology
infusion within the service encounter: technology-free
vs. technology-facilitated vs. technology-assisted) ........ 67
Figure 3.5 Research Model for Essay 3 ......................... 79
Figure 3.6 Supporting images for the technology .................. 82
Figure 3.7 Research Model for Essay 4 ......................... 94
Figure 3.8 Experimental Design for study ........................ 97
Figure 3.9 Results of moderation-testing of customers’ privacy
concerns on customers’ purchase intention .............. 102
Figure 3.10 Research Model for Essay 5 ......................... 112
Figure 3.11 Supporting image used in studies 1 and 2 .............. 116
Figure 3.12 Research Model for Essay 6 ......................... 142
Figure 3.13 Research Model for Essay 7 ......................... 157
Figure 3.14 Moderating Impact of perceived Benefits
on Customer’s Information Disclosure ................. 171
Figure 3.15 Research Model for Essay 8 ......................... 185
ix