New forms of connected customer/connected salesperson communication

Madiha Bendjaballah (madiha.bendjaballah@univ-lorraine.fr)
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Madiha Bendjaballah: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: Connected stores are not a new subjet and many researches have been made on that topic. However, many of them are focused on the impact of technology on customer experience but few examines the impact on the customer/salesperson dyad. This work attempts to give an answer by analyzing the technological instrument, not on a dyadic vision, but on a triadic or tripolar vision. This means that we focus on the communication mediated by the use of the technological instrument by both salesperson and customer. Moreover, we would like to go beyond the technocentric vision and to take a stakeholder-centric approach to better analyze the use of technology. That means that we will consider the user of technology, i.e the salesperson, but also the receiver, i.e the customer. By using the triad of activity situations (Rabardel, 1995), we wish to focus on activity situations mediated by the use of the instrument. To do this, we suggest to adapt the TTF model (task-fit technology, Goodhue & Thompson, 1995), which highlights the importance of the fit between technologies and the tasks performed by users, and the impact on performance. Finally, we choose to go beyond the cognitive paradigm in which many works focused on technology and information systems are embedded to move more towards a holistic and experiential paradigm.

Keywords: communicationcommunication mediated by the use of technology -connected customer -connected seller -IAS model -instrumented activity situation -customer; seller interactionsretailfit task; technology (search for similar items in EconPapers)
Date: 2022-05-23
Note: View the original document on HAL open archive server: https://hal.science/hal-03542748
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Published in Colloque doctoral de l'AMS - Academy of Marketing Science, May 2022, Monterey, United States

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