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“Untact”: a new customer service strategy in the digital age

Author

Listed:
  • Sang M. Lee

    (University of Nebraska-Lincoln)

  • DonHee Lee

    (Inha University)

Abstract

The Industry 4.0 era has brought a shift in consumers’ purchasing behaviors from traditional retailing to online and/or mobile channels, triggered by advanced digital technologies and an easy access to the global market. Smart digital devices and advanced technologies have enabled “untact” service, facilitating customer encounters without a face-to-face contact with employees. This study presents the concept of untact service based on a review of the literature on technology-enabled customer encounters with service providers and analysis of several real-world cases. The results indicate that untact services are becoming widespread in various areas of daily life, such as ordering food at franchise restaurants via digital devices, handling financial transactions without visiting a bank branch through e-banking apps, and using online or mobile order systems for a multitude of products/services. This study elaborates implications of untact service in terms of new opportunities and challenges involved when it is implemented as a new customer service strategy.

Suggested Citation

  • Sang M. Lee & DonHee Lee, 2020. "“Untact”: a new customer service strategy in the digital age," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 1-22, March.
    • Handle: RePEc:spr:svcbiz:v:14:y:2020:i:1:d:10.1007_s11628-019-00408-2
    DOI: 10.1007/s11628-019-00408-2
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    References listed on IDEAS

    as
    1. Sang M. Lee & DonHee Lee & Youn Sung Kim, 2019. "The quality management ecosystem for predictive maintenance in the Industry 4.0 era," International Journal of Quality Innovation, Springer, vol. 5(1), pages 1-11, December.
    2. DonHee Lee, 2019. "Effects of key value co-creation elements in the healthcare system: focusing on technology applications," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 389-417, June.
    3. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    4. Sang M. Lee & David L. Olson & Silvana Trimi, 2010. "Strategic innovation in the convergence era," International Journal of Management and Enterprise Development, Inderscience Enterprises Ltd, vol. 9(1), pages 1-12.
    5. Sang Lee & Domingo Ribeiro & David Olson & Salvador Roig, 2007. "The importance of the activities of service business in the economy: welcome to the Service Business. An International Journal," Service Business, Springer;Pan-Pacific Business Association, vol. 1(1), pages 1-5, March.
    6. Eunhye Kim & Christian Fernando Libaque-Saenz & Myeong-Cheol Park, 2019. "Understanding shopping routes of offline purchasers: selection of search-channels (online vs. offline) and search-platforms (mobile vs. PC) based on product types," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 305-338, June.
    7. Mei Xue & Lorin M. Hitt & Pei-yu Chen, 2011. "Determinants and Outcomes of Internet Banking Adoption," Management Science, INFORMS, vol. 57(2), pages 291-307, February.
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