To share or not to share screens with customers? Lessons from learning theories

Yonathan Silvain Roten () and Régine Vanheems ()
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Yonathan Silvain Roten: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Régine Vanheems: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Purpose: Even as retailers add digital features to their physical stores and equip their service teams with digital devices, no research has addressed the implications of frontline employees (FLEs) sharing a screen side-by-side with customers as a contemporary service practice. This paper aims to identify the potential customer benefits of this service practice. Design/methodology/approach: Noting the lack of theoretical considerations of screen-sharing in marketing, this paper adopts an interdisciplinary approach and combines learning theories with computer-supported collaborative learning topics to explore how screen-sharing service practices can lead to benefits or drawbacks. Findings: The findings specify three main domains of perceived benefits and drawbacks (instrumental, social link, individual control) associated with using a screen-sharing service. These three dimensions in turn are associated with perceptions of accepted or unaccepted expertise status and relative competence. Research limitations/implications: The interdisciplinary perspective applied to a complex new service interaction pattern produces a comprehensive framework that can be applied by services marketing literature. Practical implications: This paper details tactics for developing appropriate training programmes for FLEs and sales teams. In omnichannel service environments, identifying and leveraging the key perceived benefits of screen-sharing can establish enviable competitive advantages for service teams. Originality/value: By integrating findings of a qualitative research study with knowledge stemming from education sciences, this paper identifies some novel service postures (e.g. teacher, peer, facilitator) that can help maximise customer benefits.

Keywords: Computer-supported collaborative learning; Retail service; Screen-sharing; Omnichannel? Service teams; Customer benefits; Learning theory; Phygital; FLE's competence (search for similar items in EconPapers)
Date: 2023-02-14
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Published in Journal of Services Marketing, 2023, 37 (1), pp.65-77. ⟨10.1108/JSM-11-2021-0436⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04314036

DOI: 10.1108/JSM-11-2021-0436

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