Technology-Oriented Customer Touchpoints in Context of Services in Retailing: A Differentiated Analysis on Social Presence and Privacy Calculus

In this book, Tobias Röding addresses the topic of technology use along different touchpoints in context of different services in retailing, both in offline and online retail, with a total of eight essays. In particular, the interaction of technology use and the frontline employee is also considered and a special focus is placed on aspects of data disclosure by customers. In this context, the essays concentrate in varying degrees on the social interaction between customer, frontline employee and a service-technology, as well as on the balancing of benefits and risks for the customer in a possible disclosure of personal information. Based on the essays’ findings, implications for both practice and academia are provided..

Tobias Röding is research assistant at the chair of marketing and retailing at University of Siegen. His research focuses on consumer behavior, digital and physical retail environment, data disclosure behaviour and privacy issues.