Conceptualizing social acceptability of technological innovation in frontline service experiences: a qualitative study

Julie Jammes, Gilles N'Goala () and Pauline Folcher ()
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Pauline Folcher: MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School

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Abstract: Purpose – The aim of this article is to propose a conceptualization of the social acceptability of technological innovation in frontline service experiences, highlighting the various dimensions of this process. Design/methodology/approach – A literature review synthesizes perspectives on the concept of social acceptability of technological innovation in frontline service experiences from various disciplines in the humanities and social sciences (psychology, sociology, political science, education, etc.). This synthesis is enriched by an exploratory qualitative study conducted in various service sectors (e.g., IT and technology services, education, tourism, financial services). Semi-structured interviews were conducted with 30 participants, including 16 service providers and 14 consumers. Findings – A bidimensional conceptualization of the social acceptability of technological innovation in frontline service experiences from the consumer's perspective is proposed. The first dimension, perceived social desirability, has been identified but has not yet undergone empirical validation in the literature. The second newly identified dimension is perceived accessibility. Research limitations/implications – This article is primarily exploratory and conceptual and requires empirical testing. It is particularly important to operationalize the concept by developing a robust measurement scale to confirm the applicability of the proposed framework. Practical implications – This study provides valuable guidance for practitioners in designing technologically innovative frontline service experiences that are more socially acceptable. The goal is to improve service design while understanding consumer behavioral responses (i.e., proactive acceptance, passive acceptance, indifference, or rejection) to a service delivery and consumption situation. Originality/value – As the first attempt to conceptualize the social acceptability of technological innovation in frontline service experiences, this article enriches our current understanding of the subject, advocating for its broader relevance and paving the way for future development.

Keywords: Social acceptability; Technological innovations; Service design; Qualitative study (search for similar items in EconPapers)
Date: 2024-05-20
Note: View the original document on HAL open archive server: https://hal.science/hal-04643340v1
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Published in 18th International Research Conference in Service Management, May 2024, Lalonde Les Maures, France

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