Technology

How Digitalization of Services Impacts Frontline Staff

In the service industry, technology can enhance the experience of both staff and customers – until it goes wrong. This study examines the impact of technology-induced service failures on employees’ well-being and their productivity as well as on the customers’ experience.

service-digitization

Start & End Date

01/09/2023 - 01/02/2025

Main Applicant

Yu Kerguignas, J., EHL Hospitality Business School

External Funding

HES-SO

The Impact of the Digitalization of Services on the Productivity and Well-being of the Frontline Staff, as well as on the Customer Experience

Project Description

While numerous studies have emphasized the benefits of service digitalization, citing improved customer service and staff productivity, they often overlook what happens when the technology goes wrong. Technology-enabled service failures during service encounters (TESFDSE) can negatively affect both employees and clients, causing a wide range of emotions on both sides, reducing the ability of the frontline staff to provide high-quality service and tarnishing the customers’ experience. This can be highly detrimental to a business, leading to potential staff burnout and a drop in customer satisfaction levels. This study sets out to comprehensively understand the impact of service digitalization on frontline staff's productivity and well-being, as well as on the customers’ experience.

The study’s main objectives were to:

  • Identify the determinant causes of TESFDSE.
  • Develop a comprehensive taxonomy of different digital incidents to enhance the understanding of this complex issue.
  • Identify and measure the intensity of the emotions felt by frontline staff and customers due to TESFDSE.
  • Propose strategies to prevent or manage incidents and improve frontline staff productivity and well-being as well as the customers’ satisfaction.

Participate in a Study on Service Digitalization and its Impact on Staff and Customers

We’re gathering insights from hotel General Managers around the world to identify best practices and innovation strategies in service design, talent retention, and customer experience.

Whether you manage a boutique hotel or an international chain, your input will help shape the future of digital service delivery in hospitality.

service-digitalization

EHL Blog Insights

When Technology Turns from Ally to Adversary in Hospitality

Standing at a hotel reception desk, tired from travel, only to be told the system won’t let us into our room? In hospitality, technology is meant to streamline and elevate the guest experience, but what happens when it does the opposite? This article dives into the hidden emotional cost of tech failures in hotels, revealing how even the sleekest systems can backfire and why the human touch still matters more than ever.

technology-hospitality

Our Team

Dr. Jie Yu Kerguignas

Assistant Professor 

Dr. Jie YU KERGUIGNAS is Assistant Professor in Marketing at EHL Hospitality Business School. She has taught many MBA and Masterclasses on digital marketing and marketing strategy at diverse universities. She has published several research articles in leading journals including the Journal of Services Marketing, and her publishing has been regularly presented in internationally renowned conferences. Prior to her academic career, Dr. YU KERGUIGNAS held senior digital marketing roles in many international companies.

Jie_Yu_Kerguignas

Kelly Schatz

Research Assistant 

Kelly Schatz is a Research Assistant at EHL Hospitality Business School. Her research interests include economics, behavioral economics, marketing, climate change/sustainability, education, health, gender and migration. Kelly holds a BA in Economics and Management from the University of Geneva, an MSc in Development Economics from City University of London (UK) and an MSc in Climate Change: Environment, Science and Policy from King's College London (UK). 

Kelly-Schatz

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