To automate or not to automate? A contingency approach to service automation Universiteit Hasselt
PurposeFollowing a contingency approach, this paper aims to understand when service automation can enhance or destroy value for customers in the frontline by (1) providing a comprehensive overview of factors that influence the value co-creation/co-destruction potential of service automation and (2) zooming in on the combination of service contexts and service tasks to develop research propositions.Design/methodology/approachThis paper uses a ...