Unintended consequences of in-store technology for frontline employees : An empirics-first approach
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A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
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2025-01
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en
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Journal of the Academy of Marketing Science, Volume 53, issue 1, pp. 129-149
Abstract
This work illustrates a case in which the implementation of automated digital screens in an apparel retail store led to unintended side effects involving decreased customer spending. Using an empirics-first approach, researchers have investigated this topic through the conducting of field experiments, intercept surveys, and online experiments involving both consumers and frontline employees (FLEs). In this research, the unintended outcomes of technology implementation are first revealed, and then the potential reasons and boundary conditions underlying those outcomes are explored. The findings indicate that while automated digital screens increase customer convenience, they can also restrict the ability of FLEs to perform extrarole behavior. This restriction results in a negative shopping experience and reduced spending, particularly in settings in which FLE interaction is critical. The research also reveals that reintroducing extrarole behavior in the presence of technology can offset this negative effect. The theoretical and practical implications of these results are then discussed, and future research directions are proposed.Description
Publisher Copyright: © The Author(s) 2024.
Keywords
Empirics first, Frontline employees, In-store technology
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Citation
Nanni, A & Ordanini, A 2025, ' Unintended consequences of in-store technology for frontline employees : An empirics-first approach ', Journal of the Academy of Marketing Science, vol. 53, no. 1, pp. 129-149 . https://doi.org/10.1007/s11747-024-01037-6