Technology-Oriented Customer Touchpoints in Context of Services in Retailing: A Differentiated Analysis on Social Presence and Privacy Calculus (1st ed. 2023) (Handel und Internationales Marketing Retailing and International Marketing)

By: Tobias Röding

Sign Up Now! Already a Member? Log In
You must be logged into Bookshare to access this title. Learn about membership options, or view our freely available titles.

Synopsis: 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..