Cristina Mele, Tiziana Russo-Spena, Angelo Ranieri and Irene Di Bernardo
The process of introducing a new robotic technology into a service system is complex, and its impacts on work practices can be challenging. By adopting a system perspective, this…
Abstract
Purpose
The process of introducing a new robotic technology into a service system is complex, and its impacts on work practices can be challenging. By adopting a system perspective, this study investigates how human–robot collaboration (HRC) transforms work practices (i.e. customer care).
Design/methodology/approach
We conducted a two-year longitudinal analysis of an international company specializing in natural health products, examining changes in customer care practices following the introduction of chatbots. The study leverages expansive learning theory, which emphasizes activity systems and the transformations that occur within them, to trace the integration of robots and their effects on work practices.
Findings
The findings reveal that HRC enhances customer care practices by creating a human–robot activity system organized around shared goals. This system, mediated by tools, rules and the community, evolves through expansive learning dynamics. The process begins by identifying and addressing the contradictions and tensions between current human work practices and robotic capabilities, often revealing challenges and opportunities to improve HRC.
Originality/value
This research offers a novel conceptualization of the systemic and dynamic nature of HRC by placing it within broader frames of activity systems and expansive learning. Collaborations between humans and robots entail an expansive performativity that extends beyond the traditional roles or tasks of either actor or actant. It spans a diverse range of objects, tools, procedures and institutional setups, culminating in transformations of customer care practices.
Details
Keywords
Cristina Mele, Irene Di Bernardo, Angelo Ranieri and Tiziana Russo Spena
The study aims to delve into the “phygital customer journey” (PCJ), which merges physical and digital interactions in customer experiences, using a practice-based lens to reveal…
Abstract
Purpose
The study aims to delve into the “phygital customer journey” (PCJ), which merges physical and digital interactions in customer experiences, using a practice-based lens to reveal the underlying dynamics of these blended encounters.
Design/methodology/approach
Feedback from 60 individuals established the groundwork for a qualitative analysis. They chronicled customer journeys through diaries and used UXPressia software for journey mapping. This strategy enabled a detailed exploration of the PCJ, focusing on customers’ lived experiences and perceptions.
Findings
The study presents an integrative framework for the PCJ, identifying four key elements: hybrid artefacts (the melding of digital and physical tools/interfaces), blended contexts (the seamless integration of digital and physical spaces), circular actions (the non-linear paths of customer engagement) and intertwined emotions (the complex emotional responses to phygital experiences). These elements underscore the intricate and interconnected nature of the PCJ.
Originality/value
This study advances the field by applying a practice-based approach to unravel the complexities of the PCJ, illuminating the nuanced interplay between digital and physical realms. This innovative lens foregrounds the significance of practices in consumer experiences, thereby contributing to a deeper academic and practical understanding of phygital integration.
Details
Keywords
Angelo Ranieri, Irene Di Bernardo and Cristina Mele
Service research offering a view of both the dark and bright sides of smart technology remains scarce. This paper embraces a critical perspective and examines the conflicting…
Abstract
Purpose
Service research offering a view of both the dark and bright sides of smart technology remains scarce. This paper embraces a critical perspective and examines the conflicting outcomes of smart services on the customer experience (CX), with a specific focus on chatbots.
Design/methodology/approach
This study uses empirical research methods to examine a single case study where an online retail service provider implemented a chatbot for customer service. Using discourse analysis, we analysed 7,167 conversations between customers and the chatbot over a two-year period.
Findings
The analysis identifies seven general themes related to the effects of the chatbot on CX: interaction quality, information gathering, procedure literacy, task achievement, digital trust, shopping stress and shopping journey. We illuminate both positive (i.e. having a pleasant interaction, providing information, knowing procedures, improving tasks, increasing trust, reducing stress and completing the journey) and negative outcomes (i.e. having an unpleasant interaction, increasing confusion, ignoring procedures, worsening tasks, reducing trust, increasing stress and abandoning the journey).
Originality/value
The paper develops a comprehensive framework to offer a clearer view of chatbots as smart services in customer care. It delves into the conflicting effects of chatbots on CX by examining them through relational, cognitive, affective and behavioural dimensions.
Details
Keywords
Cristina Mele, Marialuisa Marzullo, Irene Di Bernardo, Tiziana Russo-Spena, Roberta Massi, Alessandra La Salandra and Stefania Cialabrini
Some population groups face precarious health, reflecting their vulnerability, in terms of lack of agency or control. Smart technologies promise to transform people's lives from…
Abstract
Purpose
Some population groups face precarious health, reflecting their vulnerability, in terms of lack of agency or control. Smart technologies promise to transform people's lives from the enhanced connectedness, greater computational processing and more complex decision-making they can achieve. This study aims to investigate how smart technology can mitigate vulnerability and improve well-being.
Design/methodology/approach
The research group, of three scholars and three managers, pursued an action research methodology with an iterative process of planning, action and learning. The authors conducted three related action studies: (1) adopting smart technologies, (2) fostering patient engagement and (3) assessing well-being.
Findings
The adoption of sensors and wearable devices had positive impacts for both patients and caregivers. Technologies highlighted their meaning as resources to support actors' (caregivers' and vulnerable patients') activities. Smart devices as resources get integrated, stimulate change and enable new practices. For caregivers, such innovative solutions help improve their knowledge of patients and their ability to act efficiently; for vulnerable patients, they fostered engagement in daily activities to improve well-being.
Originality/value
The paper delineates an overall model (SEVP) that describes how the integration of high-tech and high touch enables patient engagement to mitigate vulnerability and improve well-being.
Details
Keywords
Nicola Bilstein, Alexander P.P. Henkel and Kristina Heinonen
This essay aims at retracing the intellectual and biographical events of the economist Gino Arias (1879–1940), examining more in detail the two seasons at the opposite ends of his…
Abstract
This essay aims at retracing the intellectual and biographical events of the economist Gino Arias (1879–1940), examining more in detail the two seasons at the opposite ends of his life: the early one that saw him considerably committed to the Zionist cause and the one that, thirty years later, would force him to confront the racial laws of the Fascist regime.
Despite the seeming tragic continuity of these two phases, Arias’s case is a real historiographical paradox since, over the long span between the opposite ends of his biography, not only did he distance himself from the Zionist movement, but he also gradually laid the foundations for his upcoming and immediate dedication to Fascism; indeed, within the Fascist regime he would stand out as an authoritative and influential theorist of corporatism, the institutional solution Mussolini tried to exploit to organize the national economic life.
After carefully examining Arias’s early contributions to the Zionist cause (that include the establishment of the Florentine Zionist Group and that led him toward strongly nationalistic stances), this essay sums up Arias’s intellectual biography during the next years and then, thanks to unprecedented documents from the Italian Ministry of Interior, closely looks into his fate after his conversion to Catholicism in 1932 and up against the racial laws of 1938, as well as into his attempts to escape persecution. A few final observations will then try to highlight the dramatic exemplarity of his case.
Details
Keywords
Presents the first chapter in this work with regard to the search for new ideas and better interpretations in the growth and development of new ideas. Investigates the exchange of…
Abstract
Presents the first chapter in this work with regard to the search for new ideas and better interpretations in the growth and development of new ideas. Investigates the exchange of views between thinkers of different points of view. Invites co‐operation between various factions to investigate unification of all known sciences (natural and economic) and to include the arts. Mentions all the great thinkers in these areas and unreservedly discusses their contribution in the school of thought. Proffers that modern technology cannot and should not be slowed down and that for the social economy of human solidarity should be aimed for, to begin a new era for humanity.