Cyborgs as Frontline Service Employees: A Research Agenda

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.Purpose This paper identifies and explores potential applications of cyborgian technologies within service contexts and how service providers may leverage the integration of cyborgian service actors into their service proposition. In doing so, the paper proposes a new category of ‘melded’ frontline service employees (FLEs), where advanced technologies become embodied within human actors. The paper presents potential opportunities and challenges that may arise through cyborg technological advancements and proposes a future research agenda related to these. Design/methodology This study draws on literature in the fields of services management, Artificial Intelligence [AI], robotics, Intelligence Augmentation [IA] and Human Intelligence [HIs] to conceptualise potential cyborgian applications. Findings The paper examines how cyborg bio- and psychophysical characteristics may significantly differentiate the nature of service interactions from traditional ‘unenhanced’ service interactions. In doing so, we propose ‘melding’ as a conceptual category of technological impact on FLEs. This category reflects the embodiment of emergent technologies not previously captured within existing literature on cyborgs. We examine how traditional roles of FLEs will be potentially impacted by the integration of emergent cyborg technologies, such as neural interfaces and implants, into service contexts before outlining future research directions related to these, specifically highlighting the range of ethical considerations. Originality/Value Service interactions with cyborg FLEs represent a new context for examining the potential impact of cyborgs. This paper explores how technological advancements will alter the individual capacities of humans to enable such employees to intuitively and empathetically create solutions to complex service challenges. In doing so, we augment the extant literature on cyborgs, such as the body hacking movement. The paper also outlines a research agenda to address the potential consequences of cyborgian integration

Design Fiction Diegetic Prototyping: A Research Framework for Visualizing Service Innovations

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.Purpose: This paper presents a design fiction diegetic prototyping methodology and research framework for investigating service innovations that reflect future uses of new and emerging technologies. Design/methodology/approach: Drawing on speculative fiction, we propose a methodology that positions service innovations within a six-stage research development framework. We begin by reviewing and critiquing designerly approaches that have traditionally been associated with service innovations and futures literature. In presenting our framework, we provide an example of its application to the Internet of Things (IoT), illustrating the central tenets proposed and key issues identified. Findings: The research framework advances a methodology for visualizing future experiential service innovations, considering how realism may be integrated into a designerly approach. Research limitations/implications: Design fiction diegetic prototyping enables researchers to express a range of ‘what if’ or ‘what can it be’ research questions within service innovation contexts. However, the process encompasses degrees of subjectivity and relies on knowledge, judgment and projection. Practical implications: The paper presents an approach to devising future service scenarios incorporating new and emergent technologies in service contexts. The proposed framework may be used as part of a range of research designs, including qualitative, quantitative and mixed method investigations. Originality: Operationalizing an approach that generates and visualizes service futures from an experiential perspective contributes to the advancement of techniques that enables the exploration of new possibilities for service innovation research

Transfer of brand knowledge in business-to-business markets: A qualitative study

This is the author's accepted manuscript (under the provisional title "Transfer of brand knowlede in business-to-business markets by brand when personified as a human: A qualitative study"). The final published article is available from the link below. This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here (http://bura.brunel.ac.uk/handle/2438/8377). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.Purpose – This paper presents the approach of a one-to-one relationship for branding in business-to-business markets. With qualitative evidence, the paper seeks to clarify the links between branding, relationship marketing and purchase intention of resellers and to discuss the contribution of brand personified as brand representatives to the brand knowledge of resellers. The aim of this paper is to understand how this transfer of knowledge by brand personified as representatives of the brand is reflected in the selection process of brand for resale by resellers. Design/methodology/approach – The theory is used to develop a testable model. Information from the field was gathered through 12 in-depth interviews of brand managers of international IT brands. These interviews helped to give a deeper insight into the topic and contributed to the categorization of different themes to be developed into constructs. Components that emerged from the interviews were from different disciplines and were useful in making linkages between these disciplines. Findings – Interviewees associated the role of brand personified (as brand representative) as a conduit between brand and resellers. Given the findings, brand when personified as a human can be used to manage reseller relationships in a business-to-business network. The brand personified with its metaphorical properties enables the resellers not only to clearly understand brand-related information but also to make positive evaluations about the brand. Empirical research would be helpful to establish the indicators of brand personification and to enhance the understanding of the concept. Practical implications – The study will be useful for senior managers of brands operating in competitive and complex business-to-business networks. It will enable them to use the categories and components to ensure that their brand is the preferred brand for resellers operating in the network. Originality/value – The approach will be helpful in linking different functions of the organization to measure the contribution made by employees representing the brand to resellers in competitive markets by imparting knowledge about the brand to resellers

Investigation of the aerodynamic characteristics of a lifting body in ground proximity

The use of cambered hull shapes in the next generation of lighter-than-air vehicles to enhance aerodynamic performance, together with optimized take-off manoeuvre profiles, will require a more detailed understanding of ground proximity effects for such aircraft. A series of sub-scale wind tunnel tests at Re = 1.4 x 106 on a 6:1 prolate spheroid are used to identify potential changes in aerodynamic lift, drag and pitching moment coefficients that are likely to be experienced on the vehicle hull in isolation when in close ground proximity. The experimental data is supported by a preliminary assessment of surface pressure changes using a high order panel method (PANAIR) and RANS CFD simulations to assess the flow structure. The effect of ground proximity, most evident when non-dimensional ground clearance (h/c) < 0.3, is to reduce lift coefficient, increase drag coefficient and increase the body pitching moment coefficient

Cyborgian encounters in relationship marketing contexts

The paper discusses the theoretical development and concepts that may apply to a new class of human-robot relationship for marketing contexts. The presentation will discuss the preliminary findings into how firms/brands may integrate cyborgian service actors into their propositions

Robot relationships within communal/exchange service contexts: working paper

Emergent technologies are rapidly transforming the nature of services and service experiences. One particular area predicted to have a significant impact on these is the integration of robots into service systems. However, extant literature on service provider-user encounters and their consequential relationships implicitly assumes that the key social agents involved are primarily human. This proposed research will address this gap by investigating the extent to which robot anthropomorphization/animacy influences user perceptions of competence/professionalism and/or social cognition. It considers the impact of these on provider-user relational trust within contrasting service contexts. Specifically, using an innovative methodological approach, it will examine the extent to which ‘communal’ and ‘exchange’ contexts are influential on relational development intention and the type of relationship sought by service users

Effects of music on arousal during imagery in elite shooters: a pilot study

Beneficial effects of music on several performance-related aspects of sport have been reported, but the processes involved are not well understood. The purpose of the present study was to investigate effects of relaxing and arousing classical music on physiological indicators and subjective perceptions of arousal during imagery of a sport task. First, appropriate music excerpts were selected. Then, 12 skilled shooters performed shooting imagery while listening to the three preselected music excerpts in randomized order. Participants’ galvanic skin response, peripheral temperature, and electromyography were monitored during music played concurrently with imagery. Subjective music ratings and physiological measures showed, as hypothesized, that unfamiliar relaxing music was the most relaxing and unfamiliar arousing music was the most arousing. Researchers should examine the impact of unfamiliar relaxing and arousing music played during imagery on subsequent performance in diverse sports. Practitioners can apply unfamiliar relaxing and arousing music with imagery to manipulate arousal level

Internet of Things: understanding trust in techno-service systems

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.The characteristics of the Internet of Things (IoT) are such that traditional models of trust developed within interpersonal, organisational, virtual and Information Systems (IS) contexts may be inappropriate for use within an IoT context. The purpose of this study is to offer empirically generated understandings of trust within potential IoT applications. In an attempt to capture and communicate the complex and all-pervading but frequently inconspicuous nature of ubiquitous technologies within potential IoT techno-systems, propositions developed are investigated using a novel mixed methods research design combining a videographic projective technique with a quantitative survey, sampling 1200 respondents. Research findings suggest the dimensionality of trust may vary according to the IoT techno-service context being assessed. The contribution of this paper is twofold. First, and from a theoretical perspective, it offers a conceptual foundation for trust dimensions within potential IoT applications based upon empirical evaluation. Second, and from a pragmatic perspective, the paper offers insights into how findings may guide practitioners in developing appropriate trust management systems dependent upon the characteristics of particular techno-service contexts

Trust and its predictors within a cyber-physical system context

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.This research aims to provide empirically derived insights into trust and its predictors within a cyber-physical system context of a household service. The methodology comprises an innovative mixed methods design encompassing a videographic animated film portraying a potential ‘slice of life’ household service system scenario that was subsequently incorporated into a quantitative survey. A total of 400 responses were then used to examine trust dimensions and their hypothesized predictors. Findings suggest trust is two dimensional with 'online networking competency', 'perceptions of risk', 'propensity to trust technology in general' and 'concerns about security' being significant predictors. Surprisingly, 'concerns about privacy' does not have a significant effect. The contribution of this research is twofold. Firstly, from a theoretical perspective, the paper offers empirical insights into trust and its predictors within a cyber-physical system context of a household service. Secondly, and from a pragmatic perspective, the model derived from this study may aid practitioners in developing trust strategies and trust management systems within such contexts

Value transformation in the lets play gaming sub-culture

The file attached to this record is the author's final peer reviewed version.Let’s play is a globally significant phenomenon in creative online content generation that has evolved from gaming culture. Little is understood about the behavior and motivations of community participants to generate creative content or the values they associate with their creative work. This research explores the processes let’s play players engage in to transform and extract value from content generation, and the roles of firms in its development. Drawing on Bourdieu’s (1989) frames of capital, this research identifies four types of value (social, cultural, economic and symbolic) and examines the processes for content creation and sharing. Findings identify a complex interplay between the forms of value together with the paramount aim of creating symbolic value for delayed economic gain. This has implications for how firms involved in developing partnership propositions (such as platforms, game asset producers, games publishers) develop and extract future economic value