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Book part
Publication date: 14 March 2024

Giulia Pavone and Kathleen Desveaud

This chapter provides an overview of the strategic implications of chatbot use and implementation, including potential applications in marketing, and factors affecting customer…

Abstract

This chapter provides an overview of the strategic implications of chatbot use and implementation, including potential applications in marketing, and factors affecting customer acceptance. After presenting a brief history and a classification of conversational artificial intelligence (AI) and chatbots, the authors provide an in-depth review at the crossroads between marketing, business, and human–computer interaction, to outline the main factors that drive users' perceptions and acceptance of chatbots. In particular, the authors describe technology-related factors and chatbot design characteristics, such as anthropomorphism, gender, identity, and emotional design; context-related factors, such as the product type, task orientation, and consumption contexts; and users-related factors such as sociodemographic and psychographic characteristics. Next, the authors detail the strategic importance of chatbots in the field of marketing and their impact on consumers' perceived service quality, satisfaction, trust, and loyalty. After discussing the ethical implications related to chatbots implementation, the authors conclude with an exploration of future opportunities and potential strategies related to new generative AI technologies, such as ChatGPT. Throughout the chapter, the authors offer theoretical insights and practical implications for incorporating conversational AI into marketing strategies.

Details

The Impact of Digitalization on Current Marketing Strategies
Type: Book
ISBN: 978-1-83753-686-3

Keywords

Article
Publication date: 21 June 2023

Wen-Shiung Huang, Yung-Sen Lin and Chiung-Lin Tsao

Based on the mentoring literature, this study aims to explore the mentoring functions developed by the travel industry and develop a multiple mentoring function scale (MMFS) for…

Abstract

Purpose

Based on the mentoring literature, this study aims to explore the mentoring functions developed by the travel industry and develop a multiple mentoring function scale (MMFS) for tour leaders.

Design/methodology/approach

Study One of this research involved in-depth interviews with 23 tour leaders for establishing the initial question bank and pilot test scale. In Study Two, the initial scale was pilot tested by 225 tour leaders for identifying the factor structure through exploratory factor analysis. In Study Three, the model was verified through confirmatory factor analyses of 251 calibration samples. In Study Four, cross-validation was verified by 227 validation samples.

Findings

In Study One, through the content analyses, an initial question bank of 51 questions was established. The question bank was reviewed by 15 experts, resulting in the development of a pilot test scale of 36 questions. In Study Two, 16 questions were retained after the initial scale was pilot tested, and four dimensions were identified, including career competency, reverse mentoring, career development and psychosocial functions. In Study Three, the model was verified through confirmatory factor analyses and confirmed to have good reliability and construct validity. Finally, a first-order, four-factor scale that consisted of 16 questions was established. In Study Four, cross-validation was verified.

Research limitations/implications

MMFS establishment underwent a rigorous development process, and the scale’s reliability and validity are supported. It is suggested that future research should develop and construct a multifunctional model for tour-leading professionals based on the MMFS to evaluate the long-term impact of the MMFS.

Originality/value

Previous studies have mainly focused on typical mentoring functions. Multiple mentoring functions derived from the characteristics of tour leaders and guides have rarely been discussed. This research can fill the gap in the application of mentoring system to human resource management research in the tourism industry. As a result, this four-dimensional multiple mentoring functions scale provides a progressive perspective and be regarded as the first version of the scale development in the tourism industry.

研究目的

基于师徒文献, 本研究探讨了旅游业的师徒功能, 并为旅游领队发展多元师徒功能量表(MMFS)。

设计/方法/途径

研究一, 涉及与 23 位领队的深度访谈, 以建立初始题库和预试量表。研究二, 初始量表由225名领队进行试测, 通过探索性因素分析确定因素结构。研究三, 通过验证性因素分析251个校准样本以验证模型。研究四, 由 227 个验证样本进行复合效化。

结果

研究一, 经过内容分析, 建立了51道题的初始题库。初始题库由 15 位专家审阅, 最终形成36 个问题的预试量表。研究二, 预试量表进行预试后, 保留了16个问题, 确定了四个构面, 包括职业能力、反向师徒、职业发展和社会心理功能。研究三, 通过验证性因素分析对模型进行验证, 证实具有良好的信度和建构效度。建立了一个由 16 个题项所组成的一阶四因素量表。研究四, 复合效化获得验证。

原创性/价值

过往的研究主要集中在典型的师徒功能上。很少有人讨论基于领队和导游的特点而衍生出的多元师徒功能。本研究填补了师徒制在旅游行业人力资源管理研究中的应用空白。因此, 这四个构面的多元师徒功能量表提供了一个渐进的视角, 被视为量表发展的旅游业第一版。

研究限制和意义

MMFS的建立经历了严格的开发过程, 量表的信度和效度得到支持。建议未来的研究应基于 MMFS开发和建构旅游领队专业人士的多元功能模型, 以评估MMFS 的后续影响。

Objetivo

Basándose en la bibliografía sobre la mentoría, este estudio exploró las funciones de mentoría desarrolladas por el sector de los viajes y elaboró una escala de funciones de mentoría múltiple (MMFS) para guías y jefes de grupo turísticos.

Diseño/metodología/enfoque

En el Estudio Uno de esta investigación se realizaron entrevistas en profundidad a 23 guías turísticos para establecer el banco de preguntas inicial y la escala de prueba piloto. Estudio Dos, la escala inicial fue sometida a una prueba piloto por 225 guías de tours para identificar la estructura factorial mediante un análisis factorial exploratorio. Estudio Tres, el modelo se verificó mediante análisis factoriales confirmatorios 251 muestras de calibración. En el Estudio Cuatro, la validación cruzada se verificó mediante 227 muestras de validación.

Resultados

Estudio Uno: a través de los análisis de contenido, se estableció un banco de preguntas inicial de 51 preguntas. El banco de preguntas fue revisado por 15 expertos, lo que dio lugar a la elaboración de una escala de prueba piloto de 36 preguntas. Estudio Dos, se retuvieron 16 preguntas, tras la prueba piloto de la escala inicial, y se identificaron cuatro dimensiones, que incluían la competencia profesional, la mentoría inversa, el desarrollo profesional y las funciones psicosociales. Estudio Tres, el modelo se verificó mediante análisis factoriales confirmatorios y se confirmó que tenía una buena fiabilidad y validez de constructo. Por último, se estableció una escala de primer orden y cuatro factores que constaba de 16 preguntas. En el Estudio Cuatro, se verificó la validación cruzada.

Originalidad/valor (límite 100 palabras)

Los estudios anteriores se han centrado principalmente en las funciones típicas de la mentoría. Rara vez se han tratado las funciones múltiples de mentoría derivadas de las características de los guías y jefes de grupo turísticos. Esta investigación puede llenar el vacío existente en la aplicación del sistema de mentoría a la investigación de la gestión de recursos humanos en la industria turística. Como resultado, esta escala de funciones de mentoría múltiple de cuatro dimensiones proporciona una perspectiva progresista y puede considerarse como la primera versión del desarrollo de la escala en la industria turística.

Limitaciones/implicaciones de la investigación (límite 100 palabras)

El establecimiento de la MMFS se sometió a un riguroso proceso de desarrollo, y la fiabilidad y validez de la escala están respaldadas. Se sugiere que en futuras investigaciones se desarrolle y construya un modelo multifuncional para guías profesionales de turismo basado en la MMFS para evaluar el impacto a largo plazo de la MMFS.

Article
Publication date: 13 February 2024

Liang-Hung Lin and Yu-Ling Ho

This study aims to examine the effect of exploratory innovation offshoring on the level of hierarchical control and how this effect is moderated by transnational and dynamic…

Abstract

Purpose

This study aims to examine the effect of exploratory innovation offshoring on the level of hierarchical control and how this effect is moderated by transnational and dynamic environments.

Design/methodology/approach

This study draws on a sample of 148 Taiwanese multinational enterprises to examine their governance decisions on foreign investments.

Findings

Findings show that the more innovation offshoring is exploratory, the higher the level of hierarchical control will be used by multinational enterprises (MNEs) and that transnational and dynamic environments have different moderation effects on the positive exploratory innovation offshoring-hierarchical control relationship.

Research limitations/implications

This study has two theoretical implications. First, this study extends the concept of complexity from a transaction attribute level (problem) to an environmental level (transnational environment) and finds that exploratory innovation offshoring and transnational environments interactively impact governance choices. Second, this study distinguishes between two sources of technological uncertainty – uncertainty due to transaction-level attributes (exploratory innovation offshoring) and external environments (dynamic environments) and finds that exploratory innovation offshoring and dynamic environments interactively impact governance choices.

Practical implications

The practical implication of this study lies in the simultaneous consideration of exploratory innovation offshoring and transnational/dynamic environments, which will allow international decision-makers to adjust/select the governance forms most appropriate for speedy responding to and handling environmental changes.

Originality/value

This study employs the theoretical perspectives of transaction cost economics (TCE) and resource-based view (RBV) to analyze and discuss the impact of operational environments – transnational and dynamic environments – on MNEs’ decisions on the governance structure for a given innovation offshoring.

Details

Management Decision, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 23 February 2024

Xinnan Liu, Jiani Meng, Jiayi Wang and Yingbo Ji

This study adopts the perspective of dynamic capabilities to investigate influencing factors and proposes improvement strategies of supply chain resilience of prefabricated…

Abstract

Purpose

This study adopts the perspective of dynamic capabilities to investigate influencing factors and proposes improvement strategies of supply chain resilience of prefabricated construction.

Design/methodology/approach

The structural equation model (SEM) is used to identify and verify the relationship between factors influencing supply chain resilience of prefabricated construction from the perspective of dynamic capabilities. The system dynamics (SD) model is constructed to dynamically simulate the specific effects of different influencing factors.

Findings

Results indicate that: (1) An evaluation index system for supply chain resilience of prefabricated construction containing five first-level indicators and 36 second-level indicators is constructed; (2) Ability to anticipate, ability to respond, ability to adapt, ability to recover and ability to learn are positively correlated with the supply chain resilience of prefabricated construction and (3) ANT3 (information system), RES1 (quick response), ADA3 (buffer stock) and LEA4 (trust) are the most leading factors influencing supply chain resilience of prefabricated construction over time.

Originality/value

This study fulfills the need for an in-depth exploration of the various influencing factors on supply chain resilience of prefabricated construction from the perspective of dynamic capabilities. Furthermore, this study provides improvement strategies to enhance supply chain resilience of prefabricated construction in China.

Details

Engineering, Construction and Architectural Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0969-9988

Keywords

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