Alexander Kies, Arne De Keyser, Susana Jaramillo, Jiarui Li, Yihui (Elina) Tang and Ihtesham Ud Din
Neurotechnologies such as brain-computer interfaces (BCIs) are rapidly moving out of laboratories and onto frontline employees' (FLEs) heads. BCIs offer thought-controlled device…
Abstract
Purpose
Neurotechnologies such as brain-computer interfaces (BCIs) are rapidly moving out of laboratories and onto frontline employees' (FLEs) heads. BCIs offer thought-controlled device operation and real-time adjustment of work tasks based on employees’ mental states, balancing the potential for optimal well-being with the risk of exploitative employee treatment. Despite its profound implications, a considerable gap exists in understanding how BCIs affect FLEs. This article’s purpose is to investigate BCIs’ impact on FLEs’ well-being.
Design/methodology/approach
This article uses a conceptual approach to synthesize interdisciplinary research from service marketing, neurotechnology and well-being.
Findings
This article highlights the expected impact from BCIs on the work environment and conceptualizes what BCIs entail for the service sector and the different BCI types that may be discerned. Second, a conceptual framework is introduced to explicate BCIs’ impact on FLEs’ well-being, identifying two mediating factors (i.e. BCI as a stressor versus BCI as a resource) and three categories of moderating factors that influence this relationship. Third, this article identifies areas for future research on this important topic.
Practical implications
Service firms can benefit from integrating BCIs to enhance efficiency and foster a healthy work environment. This article provides managers with an overview of BCI technology and key implementation considerations.
Originality/value
This article pioneers a systematic examination of BCIs as workplace technology, investigating their influence on FLEs’ well-being.
Details
Keywords
Yihui (Elina) Tang, Christian Hinsch, Donald J. Lund and Husni Kharouf
This study aims to investigate the process of service gifting (i.e. unexpected upgrades or benefits) and examine why service gifts do not always result in firm-beneficial…
Abstract
Purpose
This study aims to investigate the process of service gifting (i.e. unexpected upgrades or benefits) and examine why service gifts do not always result in firm-beneficial reciprocal behaviors from consumers.
Design/methodology/approach
Through a series of three studies including both scenario-based and game-theory-based experiments, this research proposes and empirically validates a conceptual model that examines the effect of service gifts on firm-beneficial reciprocal behaviors, and the role of collective social connection and norm of positive reciprocity (NPR) in this process.
Findings
The findings of this research show that the consumer’s feelings of collective social connection mediate the link between the provision of service gifts and firm-beneficial outcomes. Furthermore, an individual’s adherence to NPR moderates this process. Specifically, individuals with a strong adherence to NPR do not display increases in collective social connection following the receipt of a service gift. Those who are low in NPR follow the expected pattern of increased collective social connection leading to reciprocation.
Research limitations/implications
Future research may further generalize the model to other situations such as high vs low context cultures. Longitudinal field experiments can be used to further investigate collective versus relational social connection, which can be either a by-product or a primary benefit derived from service delivery.
Practical implications
The results of this research reveal the critical role of collective social connection which has been largely ignored in service gifting research. It encourages managers to use service gifting to directly boost consumers collective social connection. Furthermore, it offers managers insight into why service gifts do not always result in firm-beneficial outcomes because of the moderating role of NPR.
Originality/value
The roles of social connection and the norm of reciprocity have been under-studied in both theoretical and empirical work on service gifting. This paper demonstrates that, contrary to traditional thought, those typically expected to reciprocate the most (i.e. high in NPR) may not realize increased collective social connection leading to reciprocation following receipt of a service gift.