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Thus far, we (consensual not colonial) have addressed a transcendent, metonymic sense of touch, curative of bodies and meanings, accepting Turner's hypothesis that ‘the contemporary problem of the body in society is a legacy of the Judaeo-Christian discourse of the body as flesh’ (Turner, 1997, p. 103). Then we outlined the detour of meaning, its extravagance. But there is a more immediate kind of touch. In terms of touch, we agree with Nancy and Hutchens – there is a peculiar reflexivity to touch:The sense of touch feels itself feeling itself. (Hutchens, 2005, p. 55, citing Nancy)It is by touching the other that the body is a body, absolutely separated and shared. (Nancy, 1993a, p. 205)

Professional touching behavior (PTB), defined as intentional touching behavior that occurs between organizational members and that falls within the boundaries of appropriateness and professionalism in the workplace, is prevalent in organizations. Scholars from multiple disciplines, including human resources researchers, have acknowledged the importance of physical contact for facilitating interpersonal communication and relationship-building. However, PTB may not only elicit positive reactions from those who receive it but also negative reactions as well, with implications for social dynamics in organizations. PTB can, on the one hand, fulfill employees’ desires for interpersonal connection; at the same time, such physical contact at work can represent a threat to employees’ health. To explain the nature and implications of these divergent effects of receiving PTB, the authors draw upon sociometer theory and behavioral immune system (BIS) theory to model the emotional, cognitive, and physiological processes via which, and the conditions under which, receiving such behavior will result in socially functional responses and prompt subsequent prosocial behavior, and when PTB will be perceived as a health risk and prompt withdrawal behavior. The theoretical framework of this chapter expands our conceptual understanding of the consequences of interpersonal physical contact at work and has important human resources management (HRM) implications for organizational managers.

While the importance of human touch for maintaining a tech–touch balance has been stressed, little knowledge exists regarding how such human elements should be incorporated in service settings dominated by technologies. This study aims to examine the outcomes of human touch levels across different travel stages in a hotel stay context.

Data were collected through a survey on 900 participants. Latent class analysis was first conducted to categorize the sample into groups based on human touch levels. Hypotheses were then tested using regression-based moderation analysis with the PROCESS macro for SPSS.

Human touch level negatively predicts perceived risk, which is negatively associated with satisfaction. These effects are particularly significant at check-in and check-out stages. Informational privacy significantly moderates the effect of human touch level on perceived risk. Such interaction effects were spotted at the booking and check-out stages.

This study contributes to theory by revealing the role of human touch elements in technology-driven service scenarios and provides practical guidelines for hotels on sharpening service experience by integrating human touch and technology elements.

Through integrating the service encounter framework and concept of customer touchpoints, this study takes a different approach that integrates both “tech” and “touch” by investigating the effects of customer-owned touchpoints in each core stage of a hotel stay journey.

The purpose of this paper is to provide insight into whether “more sense makes sense” when attempting to encourage consumers to purchase retail products using technology; that is, does engaging senses in addition to visual and aural senses, such as haptic touch, through interactive retail technology lead to an easier and more enjoyable consumption experience of retail products for consumers, while also enhancing service provider outcomes? To test this assumption (“more sense makes sense”), this study empirically examines whether differences are present in the consumer experience (usefulness, ease of use and customer-perceived value) and service provider outcomes (satisfaction and purchase intentions) across retail technologies with and without haptic touch enabled.

The study randomly allocated participants to either the haptic touch (haptic touch, visual and aural senses, n = 135) or no haptic touch (visual and aural senses only, n = 182) interactive retail technology condition. The data were analyzed using multivariate analysis of covariance.

The data provide support for the use of high-interactive technology achieved through the inclusion of haptic touch by showing it to provide a more visually appealing, easy to use, enjoyable and entertaining experience. However, the results also provide insight into boundaries of where the use of haptic touch does not significantly increase outcomes. Overall, the results suggest high-interactive retail technology using haptic touch provides a more entertaining experience for consumers, which leads to increased satisfaction with service providers, but this does not translate into a significant increase in purchase intentions.

This study examines the consumer and service provider benefits and limitations of using haptic touch in interactive retail technology. The effects of haptic touch for both the consumer and service provider have not previously been empirically examined thoroughly in a technological setting.

A major factor hampering the continuing and explosive rise of e-commerce, particularly for experience goods, is the lack of tactile information that could help to reduce uncertainty in consumer purchase decision making online. The purpose of this paper is to identify the specific touch-related properties worthwhile to enable in online retailing and the type of customer value that can be provided, as well as the drivers and barriers for consumer acceptance toward touch-enabling technologies for online shopping.

By means of consumer focus groups, the authors address the research questions regarding touch-related properties, their value to consumers, and the drivers and barriers for consumer acceptance by taking into consideration two specific touch-enabling technologies.

The study reveals that touch-enabling technologies can provide utilitarian and hedonic value to consumers, mainly at the pre-purchase stages in the path-to-purchase. Valuable applications conceived by consumers primarily pertain to offering information on material and geometric product properties. A hurdle for consumer adoption seems to be the necessity of a dedicated output device, such as a glove.

Due to the early development stage of the new technologies under investigation, this study is exploratory in nature. The findings should be validated in the future, once these technologies actually get introduced for online marketing purposes.

This study aims to raise awareness among online retailers about marketing opportunities comprised of touch-enabling technology.

The authors provide a first outlook with regard to future consumer acceptance of touch-enabling technologies in online shopping and how and when such technologies can provide consumer value.

With the ever-increasing adoption of technology and automation radically changing the nature of service delivery, the purpose of this paper is to explore the role of human touch, introducing hospitable service as an enhancement for value creation in service organizations.

Drawing on management, social sciences and hospitality literatures, a four-configuration model is presented to illustrate dimensions which arise from the confluence of different degrees of relationship orientation – shared mental models held by the host organization (self- or other-oriented), and guests’ service preferences (transactional or relational).

A theoretically grounded model of configurations resulting from variations on three key dimensions is offered. These are: employee organization relationships – social exchange processes governing the interactions between employees and their employers; HRM systems – internally consistent combinations of HR practices; and tech-touch trade-off – prioritization of technology vs employees to deliver services.

Embedding hospitable service as a construct to support the leveraging of human touch in service organizations opens up new research opportunities including avenues to further conceptualize the nature and dimensions of hospitable service. Future research that supports further understanding about the role of human touch and value creation in service organizations is proposed.

Through the value-enhancing capability of human in the service encounter, firms can be enabled to accurately position themselves in one of the four relational configurations on offer and then identify opportunities for managers to leverage human touch to combat the diminishing role of the human touch in a technology-ubiquitous service context.

This is among the first papers to explore the influence of technology on the degree of human touch in the interface between hospitality employee and customer, and to develop a configuration model through which researchers and practitioners can operate during this declining era of human to human service interactions.

This paper aims to analyze the effects of web communities vs company websites in providing tactile information considering different types of product in terms of touch diagnosticity (low- vs. high-touch products).

Three experimental studies were conducted to examine the effect of online information sources (i.e. web communities vs. company websites) in providing tactile information on consumer responses, considering the moderation role of product type in terms of touch diagnosticity (low- vs. high-touch products, Study 1), the moderating role of type of information (tactile vs. generic, Study 2a); and the moderating role of need for touch (NFT) (Study 2a and 2b).

While previous research converges on the idea that the provision of a written description of tactile properties deriving from the product usage is particularly effective for products for which tactile information is diagnostic and for individuals high in NFT, the results demonstrated that the presence (vs. the absence) of the description of the tactile properties provided by web communities (vs. company websites) matters for those products for which touch is not diagnostic and for individuals low in NFT.

The findings have particular relevance for emerging brands intending to commercialize their products in the digital environment. These companies should be present in web communities to describe a product’s tactile characteristics, especially if not diagnostic.

This paper significantly contributes to a better understanding of a little studied area, namely, consumer responses toward haptic compensational strategies providing haptic cues (e.g. written description of tactile information along with pictures of products) aiming at compensating for the absence of touch, underlining the differential influence of online sources of tactile information on consumer responses across different types of products.

The purpose of this paper is to present an approach where a novel user modeling wizard for people with motor impairments is used to gain a deeper understanding of very specific (touch-based and touchless) interaction patterns. The findings are used to set up and fill a user model which allows to automatically derive an application- and user-specific configuration for natural user interfaces.

Based on expert knowledge in the domain of software/user interfaces for people with special needs, a test-case –based user modeling tool was developed. Task-based user tests were conducted with seven users for the touch-based interaction scenario and with five users for the touchless interaction scenario. The participants are all people with different motor and/or cognitive impairments.

The paper describes the results of different test cases that were designed to model users’ touch-based and touchless interaction capabilities. To evaluate the tool’s findings, experts additionally judged the participants’ performance (their opinions were compared to the tool’s findings). The results suggest that the user modeling tool could quite well capture users’ capabilities.

The paper presents a tool that can be used to model users’ interaction capabilities. The approach aims at taking over some of the (very time-consuming) configuration tasks consultants have to do to configure software according to the needs of people with disabilities. This can lead to a wider accessibility of software, especially in the area of gesture-based user interaction.

Part of the approach has been published in the proceedings of the Interactional Conference on Advances in Mobile Computing and Multimedia 2014. Significant additions have been made since (e.g. all of the touchless interaction part of the approach and the related user study).

The use of mobile devices in handling our daily activities that involve the storage or access of sensitive data (e.g. on-line banking, paperless prescription services, etc.) is becoming very common. These mobile electronic services typically use a knowledge-based authentication method to authenticate a user (claimed identity). However, this authentication method is vulnerable to several security attacks. To counter the attacks and to make the authentication process more secure, this paper aims to investigate the use of touch dynamics biometrics in conjunction with a personal identification number (PIN)-based authentication method, and demonstrate its benefits in terms of strengthening the security of authentication services for mobile devices.

The investigation has made use of three light-weighted matching functions and a comprehensive reference data set collected from 150 subjects.

The investigative results show that, with this multi-factor authentication approach, even when the PIN is exposed, as much as nine out of ten impersonation attempts can be successfully identified. It has also been discovered that the accuracy performance can be increased by combining different feature data types and by increasing the input string length.

The novel contributions of this paper are twofold. Firstly, it describes how a comprehensive experiment is set up to collect touch dynamics biometrics data, and the set of collected data is being made publically available, which may facilitate further research in the problem domain. Secondly, the paper demonstrates how the data set may be used to strengthen the protection of resources that are accessible via mobile devices.

Active touch experienced by the hand and mouth can influence the evaluation of the taste of food. The purpose of this paper is to examine the effect of a passive body touch experience on the perceived intensity of spiciness.

This study includes three experiments. In Experiment 1, 32 college students tasted half of one piece of spicy bean curd while sitting on either a hard wooden chair or a soft padded chair. Experiment 2 was conducted using the blindfold method to avoid the influence of visual cues on taste, keeping the other details the same as in Experiment 1. Experiment 3 was performed with two changes from Experiment 2: the participants were blindfolded immediately before entering the lab from the waiting room to completely block all visual cues for the experimental materials, and armless stools were used to eliminate the passive touch on the participants’ backs.

All three experiments consistently found that the participants sitting on the soft padded chair or the soft armless stool perceived the spicy bean curd as significantly spicier than those sitting on the hard wooden chair or the hard armless stool.

These results preliminarily support the hypothesis that a crossmodal correspondence exists between passive body touch and sense of taste (especially spiciness, as in this study), demonstrating the importance of passive body touch and, more generally, of the touchable features in places where food is consumed, such as hotels, restaurants and bars.