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1 – 3 of 3Mark Scott Rosenbaum and Rebekah Russell-Bennett
This paper aims to identify future research opportunities that address human–technology service interactions.
Abstract
Purpose
This paper aims to identify future research opportunities that address human–technology service interactions.
Design/methodology/approach
This editorial is based on the author’s personal reflections and conceptualizations of ideas from past previous research and theory.
Findings
The authors identify three opportunities for further research on technology and humanity: service technology and social interaction and service technology and societal prosperity.
Research limitations/implications
Service researchers need to realize that topics such as technology, robots, artificial intelligence are not mutually exclusive from topics that seek to improve the human condition, such as transformative service research. We encourage service researchers to explore how digital technologies in service domains impacts consumers, communities, and even, global humanity.
Practical implications
Researchers have guidance on areas in which pioneering theoretical and methodological opportunities abound.
Originality/value
This editorial offers new perspectives on technology and humanity considering the effect of the global pandemic.
Details
Keywords
Erik Winell, Jonas Nilsson and Erik Lundberg
This study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of…
Abstract
Purpose
This study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of these engagement behaviors on brand loyalty, value-in-use and word-of-mouth.
Design/methodology/approach
Data were collected using a survey distributed to a random sample of 10,000 fans of five teams in the Swedish top-division of elite football. An exploratory factor analysis was performed to derive a distinction between prevalent platforms, scales were validated through a confirmatory factor analysis and structural equation modeling was used to test the research model.
Findings
Customer disposition to engage with the sports team had a significant influence on customer engagement behaviors on both physical and virtual engagement platforms. However, engagement behaviors on virtual platforms were found to be more important than engagement behaviors on physical platforms for fostering brand loyalty and value-in-use.
Practical implications
The results highlight the importance of engagement behaviors with a brand on virtual engagement platforms. Thus, brand managers should prioritize their presence on social media to generate the positive outcomes of customer engagement behaviors.
Originality/value
By examining the effects of customer engagement behaviors on both physical and virtual engagement platforms, this study provides new insights to the emerging customer engagement literature.
Details