Katherine Butler, Ross Gordon, Kate Roggeveen, Gordon Waitt and Paul Cooper
Drawing on value theory, this study aims to explore the perceived value of using energy efficiently amongst a low-income older population group. It aims to provide an empirical…
Abstract
Purpose
Drawing on value theory, this study aims to explore the perceived value of using energy efficiently amongst a low-income older population group. It aims to provide an empirical exploration of the concept of value-in-behaviour, and, in doing so, identify that it is a logical addition to the extant concepts of value-in-exchange and value-in-use.
Design/methodology/approach
Exploratory focus group research was conducted to explore older, low-income people’s perceived value towards using energy efficiently in the contexts of their everyday lives. The research was conducted in regional New South Wales, Australia, with 11 focus groups of 59 people (40 females, 19 males) aged over 60 with a personal disposable income below $26,104 per annum.
Findings
Using this framework, functional, economic and ecological value appeared to be the most pertinent value dimensions for using energy efficiently, while social or emotional value was less relevant. Attention is drawn to how value in using energy efficiently emerges within the everyday contingencies and constraints configured by individual households’ financial, social, material and cultural contexts. These findings suggest that programmes in this area and with similar target groups would benefit from trying to promote and co-create such value.
Originality/value
The present study provides empirical evidence that consumers in a social marketing context appear to perceive value-in-behaviour in relation to using energy efficiently. This approach inspires social marketers to foster individual behaviour change through a better understanding of how value is created in everyday practices. This builds upon existing work on value in social marketing and suggests that value is an important concept that warrants continued theoretical, empirical and practical exploration.
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Paula Dootson, Dominique A. Greer, Kate Letheren and Kate L. Daunt
The purpose of this research is to understand whether service robots can safeguard servicescapes from deviant consumer behaviour. Using routine activity theory, this research…
Abstract
Purpose
The purpose of this research is to understand whether service robots can safeguard servicescapes from deviant consumer behaviour. Using routine activity theory, this research examines whether increasing the perceived humanness of service robots reduces customer intentions to commit deviant consumer behaviour and whether this negative relationship is mediated by perceived empathy and perceived risk of being caught.
Design/methodology/approach
Five hundred and fifty-three US residents responded to a hypothetical scenario that manipulated the humanness of a service agent (from self-service technology, to robot, to human employee) across seven conditions and measured the likelihood of deviant consumer behaviour, empathy towards the service robot, perceived risk of being caught and punished and negative attitudes towards robots.
Findings
The results indicate that replacing human service agents with different types of service robots does inadvertently reduce customer perceptions of capable guardianship (i.e. the human element that deters potential offenders from committing crimes) in the servicescape and creates conditions that allow customers to perpetrate more deviant consumer behaviour.
Practical implications
When investing in technology such as service robots, service providers need to consider the unintended cost of customer misbehaviour (specifically deviant consumer behaviour) in their return-on-investment assessments to optimise their asset investment decisions.
Originality/value
Moving beyond research on customer adoption and use, this research examines the unintended consequences that might arise when deploying service robots in a technology-infused service environment. Humanised service robots offer more guardianship than self-service technology but do not replace human employees in preventing deviant consumer behaviour, as they remain more capable of deterring customer misbehaviour.
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Chelsea Phillips, Gaby Odekerken-Schröder, Rebekah Russell-Bennett, Mark Steins, Dominik Mahr and Kate Letheren
Previous research has not considered the impact on human frontline employees (FLEs) of altered employee–customer relationships in the presence of a service robot (i.e. an…
Abstract
Purpose
Previous research has not considered the impact on human frontline employees (FLEs) of altered employee–customer relationships in the presence of a service robot (i.e. an intrusion challenge), nor how FLEs may respond. The purpose of this study is to explore the task allocation strategies by human frontline employees’ (FLE) work well-being responses within the intrusion challenge.
Design/methodology/approach
This study employs a mixed-method approach, whereby an in-depth qualitative study (Study 1, n = 15) is followed by a quantitative field study (Study 2, n = 81).
Findings
Results indicate that FLEs experience the intrusion challenge, impacting social, purpose, physical and community well-being. Study 1 reveals that while service robots trigger this challenge, FLEs use them for task allocation to maintain their initial work well-being state. Study 2 shows that using robots instead of colleagues positively affects FLE work well-being.
Practical implications
Service robots, as a task allocation strategy by FLEs, can be used to empower FLEs by assisting them to preserve their work well-being within the intrusion challenge.
Originality/value
This study is one of the first to involve FLEs from a live service robot site, where data is based on personal lived experiences rather than anticipated experiences. This is the first study to investigate how FLEs respond to the intrusion challenge.
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Chelsea Phillips, Rebekah Russell–Bennett, Gaby Odekerken-Schröder, Dominik Mahr and Kate Letheren
The human service triad (i.e. the relationship between the customer, frontline employee (FLE) and managerial employee) experiences a range of well-being challenges when faced with…
Abstract
Purpose
The human service triad (i.e. the relationship between the customer, frontline employee (FLE) and managerial employee) experiences a range of well-being challenges when faced with the introduction of service robots. Despite growth in service robot scholarship, understanding of the well-being challenges affecting the human service triad remains fragmented. Hence, the purpose of this paper is to synthesise the literature and offer a research agenda aligned with the proposed Robotic-Human Service Trilemma. By taking a job performance approach (which considers the actions, behaviours and outcomes linked to organisational goals), the Robotic-Human Service Trilemma conceptualises three well-being challenges (intrusion, sideline and interchange). These challenges are realised via the realistic capabilities and constraints of service robot implementation.
Design/methodology/approach
This research relies on a systematic review of all disciplines concerning service robots. In total, 82 articles were analysed using thematic coding and led to the development of the Robotic-Human Service Trilemma and research agenda.
Findings
The analyses reveal the Robotic-Human Service Trilemma consists of three challenges: intrusion, sideline and indifference. The findings demonstrate that FLEs are required to counterbalance the constraints of service robots, leading to an uneven well-being burden within the human service triad. This paper suggests a research agenda for investigation of the challenges that underpin the Robotic-Human Service Trilemma.
Originality/value
Through the conceptualisation of the Robotic-Human Service Trilemma, this study is the first to explore how states of well-being equilibrium exist within the human service triad and how these states are challenged by service robots. The authors present a balanced centricity perspective to well-being that contrasts previous trade-off approaches and that enhances the body of service robot literature with a well-being lens.
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Rebekah Russell–Bennett, Rory Mulcahy, Kate Letheren, Ryan McAndrew and Uwe Dulleck
A transformative service aims to improve wellbeing; however, current approaches have an implicit assumption that all wellbeing dimensions are equal and more dimensions led to…
Abstract
Purpose
A transformative service aims to improve wellbeing; however, current approaches have an implicit assumption that all wellbeing dimensions are equal and more dimensions led to higher wellbeing. The purpose of this paper is to present evidence for a new framework that identifies the paradox of competing wellbeing dimensions for both the individual and others in society – the transformative service paradox (TSP).
Design/methodology/approach
Data is drawn from a mixed-method approach using qualitative (interviews) and quantitative data (lab experiment) in an electricity service context. The first study involves 45 household interviews (n = 118) and deals with the nature of trade-offs at the individual level to establish the concept of the TSP. The second study uses a behavioral economics laboratory experiment (n = 110) to test the self vs. other nature of the trade-off in day-to-day use of electricity.
Findings
The interviews and experiment identified that temporal (now vs. future) and beneficiary-level factors explain why individuals make wellbeing trade-offs for the transformative service of electricity. The laboratory experiment showed that when the future implication of the trade-off is made salient, consumers are more willing to forego physical wellbeing for environmental wellbeing, whereas when the “now” implication is more salient consumers forego financial wellbeing for physical wellbeing.
Originality/value
This research introduces the term “Transformative Service Paradox” and identifies two factors that explain why consumers make wellbeing trade-offs at the individual level and at the societal level; temporal (now vs. future) and wellbeing beneficiary.
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Constantino Stavros, Kate Westberg, Roslyn Russell and Marcus Banks
Service captivity is described as the experience of constrained choice whereby a consumer has no power and feels unable to exit a service relationship. This study aims to explore…
Abstract
Purpose
Service captivity is described as the experience of constrained choice whereby a consumer has no power and feels unable to exit a service relationship. This study aims to explore how positive service experiences can contribute to service captivity in the alternative financial services (AFS) sector for consumers experiencing financial vulnerability.
Design/methodology/approach
A total of 31 interviews were undertaken with Australian consumers of payday loans and/or consumer leases.
Findings
The authors reveal a typology of consumers based on their financial vulnerability and their experience with AFS providers. Then they present three themes relating to how the marketing practices of these providers create a positive service experience, and, in doing so, can contribute to service captivity for consumers experiencing financial vulnerability.
Research limitations/implications
The benefits derived from positive service experiences, including accessible solutions, self-esteem, and a sense of control over their financial situation, contribute to the service captivity of some consumers, rendering alternative avenues less attractive.
Practical implications
AFS providers must ensure a socially responsible approach to their marketing practices to minimize potentially harmful outcomes for consumers. However, a systems-level approach is needed to tackle the wider issue of financial precarity. Policymakers need to address the marketplace gaps, regulatory frameworks and social welfare policies that contribute to both vulnerability and captivity.
Originality/value
This research extends the understanding of service captivity by demonstrating how positive service experiences can perpetuate this situation. Further, specific solutions are proposed at each level of the service system to address service captivity in the AFS sector.
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Ainur Seitbattalovna Kenebayeva
– This paper aims to investigate Kazakh rural and urban consumers' preferences for different agritourism experiences.
Abstract
Purpose
This paper aims to investigate Kazakh rural and urban consumers' preferences for different agritourism experiences.
Design/methodology/approach
The empirical study adopts a survey data-based approach relying on a questionnaire data collection technique.
Findings
The paper highlights significant differences and similarities in the structure of individual preferences of urban and rural customer segments regarding different agritourism offerings.
Research limitations/implications
The research is limited by the sample, which covers only two consumer segments presented in the Kazakhstan context. The paper provides managerial implications for agritourism service providers, who are doing or planning to start entrepreneurial activities in rural areas, marketing researchers focusing on product development, and policy makers working out regional development strategies through implementation of tourism stimulating projects.
Originality/value
This study contributes to the advancement of the limited research investigating customer experience theory as applied to agritourism.