Wearable technology in service delivery processes: The gender-moderated technology objectification effect |
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| Institution: | 1. School of Tourism and Hospitality Management, Temple University, 1810N. 13th Street, Speakman Hall 307, Philadelphia, PA 19122, United States;2. School of Hospitality Management, The Pennsylvania State University, 122 Mateer Building, University Park, PA 16802, United States;3. School of Hospitality Management, The Pennsylvania State University, 224 Mateer Building, University Park, PA 16802, United States;1. Graduate Institute of Biomedical Informatics, College of Medical Science and Technology, Taipei Medical University, Taipei, Taiwan, ROC;2. Department of Information Management, Ministry of Health and Welfare, Taipei, Taiwan, ROC;1. School of Business Administration, Zhejiang University of Finance & Economics, 18 Xueyuan Street, 310018 Hangzhou, Zhejiang, China;2. The Collins College of Hospitality Management, California State Polytechnic University Pomona, 3801 W. Temple Ave, 91768 Pomona, CA, USA;3. Department of Hospitality and Service Management, Business School, Sun Yat-Sen University, 135 Xingang West Road, 510275 Guangzhou, Guangdong, China;4. School of Hospitality Management, The Pennsylvania State University, 224 Mateer Building, University Park, 16802-1307 PA, USA;1. Department of Geography and Geology, Kingston University, Penrhyn Road, Kingston upon Thames KT1 2EE, United Kingdom;2. Department of Engineering and the Built Environment, Anglia Ruskin University, Bishop Hall Lane, Chelmsford, Essex CM1 1SQ, United Kingdom;1. The Pennsylvania State University, 122 Mateer Building, University Park, PA 16802, USA;2. The Pennsylvania State University, 224 Mateer Building, University Park, PA 16802, USA;3. Sun Yat-Sen University, S456 Shan Heng Hall, Guangzhou 510275, PR China |
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| Abstract: | In the current research, we investigate how employees’ adoption of wearable technology (i.e., a front-line employee using Google Glass for a hotel check-in) influences consumers’ service encounter evaluations and revisit intentions. Building on the theoretical frameworks of technology objectification effect, person sensitivity bias and gender stereotypes, we find that wearable technology has a differential impact on service evaluations based on the employee's gender. Study 1 demonstrates that for female employees, the adoption of wearable technology leads to more favorable customer evaluations in service failure encounters. Study 2 shows that for male employees, the adoption of wearable technology leads to less favorable customer evaluations in service success encounters. We discuss theoretical and managerial implications of these findings. |
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| Keywords: | Wearable technology Technology objectification effect Person sensitivity bias Employee gender |
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