Analysis of the Use of Robo-Advisors as a Replacement for Personal Selling

Goetz Greve () and Frederike Meyer ()
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Goetz Greve: Hamburg School of Business Administration (HSBA)
Frederike Meyer: Sparkasse Harburg-Buxtehude

Chapter Chapter 6 in Robo-Advisory, 2021, pp 93-104 from Palgrave Macmillan

Abstract: Abstract With the development of digital sales tools, for example robo-advisors, and its adoption by consumers, sales management is changing rapidly. This development may lead into disintermediation of salespeople as technologies emancipate consumers to inform themselves about offerings. Consequently, consumers may not view the buying process necessarily driven by humans. Whereas research has already surveyed the perspective of salesperson technology adoption, little is known about the consumer perspective when it comes to customer–salesperson interaction technologies. Thus, our main contribution is to compare different levels of customer–salesperson interaction technologies and its impact on behavioral constructs. Using experiments, we contribute to the literature by investigating how different forms of customer–salesperson interaction technologies impact customer perception.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:pal:psincp:978-3-030-40818-3_6

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DOI: 10.1007/978-3-030-40818-3_6

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