Technology infusion in service encounters

Service encounters are critical in all industries, including those that have not been traditionally defined as service industries. The increasing deployment of technology is altering the essence of service encounters formerly anchored in a “low-tech, high-touch” paradigm. This article explores the changing nature of service, with an emphasis on how encounters can be improved through the effective use of technology. The authors examine the ability of technology to effectively (1) customize service offerings, (2) recover from service failure, and (3) spontaneously delight customers. The infusion of technology is examined as an enabler of both employees and customers in efforts to achieve these three goals. Although the infusion of technology can lead to negative outcomes and may not be embraced by all customers, the focus of this article is on the benefits of thoughtfully managed and effectively implemented technology applications. Past research and industry examples are featured and future research directions and managerial implications are highlighted. Mary Jo Bitner is the AT&T Professor of Services Marketing and Management and the research director of the Center for Services Marketing & Management at Arizona State University. Her research focuses on customer evaluations of service, selfservice technologies, and service delivery issues. She has published in theJournal of Marketing, theJournal of the Academy of Marketing Science, theJournal of Business Research, theJournal of Retailing, and theInternational Journal of Service Industry Management. She is coauthor of the textServices Marketing (McGraw-Hill, 2d ed., 2000). Stephen W. Brown holds the Edward M. Carson Chair of Services Marketing and Management, is Professor of Marketing, and director of the Center for Services Marketing & Management at Arizona State University. His research focuses on services marketing strategy, service delivery, customer loyalty, and service recovery. He has published in theJournal of Marketing, theJournal of Marketing Research, theJournal of the Academy of Marketing Science, theJournal of Business Research, and theJournal of Retailing. He is the coeditor of theAdvances in Services Marketing and Management series. Matthew L. Meuter is Assistant Professor of Marketing at Villanova University with a Ph.D. in marketing from Arizona State University. His research interests focus on the impact technology has on the marketing function, the changing nature of technologically based service encounters, customer satisfaction with self-service technologies, and customer adoption of technologically based service delivery innovations. His research has been published in the American Marketing Association's (AMA)Educators' Proceedings and has been presented at several national conferences.     

Einzelbesprechungen

Ohne ZusammenfassungAus dem Italienischen übersetzt von M. St. Braun, WienAus dem Russischen übersetzt von A. GerschenkronAus dem Italienischen übersetzt von Erich Allina     

Is the leadership style important in R&D departments in Spanish industrial companies? An empirical analysis

This paper aims to thoroughly look into the effects of the differences between the diverse leadership styles on innovative outputs (intensive, efficient and eco-efficient) in Spanish industrial companies. A questionnaire for the factories was sent and was received between the months of September 2013 and June 2014. A total of 142 valid questionnaires were received. Several regression models were used in the empirical analysis. The results show that charismatic leadership positively induces an intensive innovative output, at the same time as it improves firms’ eco-efficient innovative output. Likewise, the individualised consideration that characterises transformational leadership makes this leadership style produce positive results on the whole group of innovative outputs considered. At the other end of the leadership spectrum, the transactional style causes negative effects on the relationship between innovative activity and innovative outputs, and more specifically, on the efficient innovative output.     

Chancen und Herausforderungen der Rückversicherung in der gesetzlichen Krankenversicherung

In 2009 a so-called morbidity orientated risk structure equalization scheme was installed for the German statutory health insurance in order to minimize structural differences between different providers with respect to revenue and expenditures. Even with this mechanism some risks to the individual health insurance providers remain. Reinsurance could be a way to mitigate these risks, but so far only very few contracts have been signed. Moreover the existing reinsurance contracts only focus on the periphery of the statutory health insurance system such as travel health insurance. In this article we therefore analyse existing risks for individual health insurance providers and evaluate their (re-)insurability. Hereafter the potential for reinsurance solutions in the German statutory health insurance itself as well as in newer forms of healthcare provision (e.g. integrated health care and managed care) is discussed. We find that reinsurance may be a reasonable solution for many of the risks in the statutory health insurance scheme. But as research in this area is very young further analysis of the nature of risks is necessary.