This document summarizes a presentation on the determinants of untact service use. It conducted 13 semi-structured interviews to explore this topic. The key determinants identified were convenience, limits of personal contact, type of product/service, familiarity with technology, and openness to technology. The study provides a first theoretical perspective on the determinants of untact services and their impact on experience co-creation. However, it has limitations like a small sample size and focus on one technology. Further quantitative research is needed to confirm these findings.

1. Elaborated by: Arij Jmour
Faculty of Economics and Management Science, Sfax, Tunisia
« MAN-MACHINE » INTERACTION :
THE DETERMINANTS OF THE
UNTACT SERVICE’S USE
12/6/2020The Fifth International Conference on Digital
Economy

2. Introduction
Methodology
Findings and
contributions
N
P
L
A
Conceptual framework
Conclusion
12/6/2020The Fifth International Conference on Digital
Economy

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Economy
Lee and Lee (2019)
Thanks to advanced digital technologies, the
consumer
buying
behavior
is moving from traditional sellingto digital channels.
consumer know much more about the products and
services and are less dependent on the information
provided by suppliers
X

4. 12/6/2020The Fifth International Conference on Digital
Economy

5. I. Research questions :
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Economy
Statement n°1:
Lee & Lee (2019)
The untact service is new and its theoretical
foundations still need to be developed.
The untact service is not rigorously supported by the
literature due to the lack of knowledge of this new
type of service.

6. I. Research questions :
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Economy
Statement n°2:
The untact service remains to be demonstrated
by empirical research.
Lee & Lee (2019)
An understanding by researchers of its effect
on the consumer seems fundamental today.

7. ?
What are the determinants of the untact service’s use?
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Economy
9/30
esearch question :

8. II. Aim
12/6/2020The Fifth International Conference on Digital
Economy
To examine the evolution of consumer-centered
service and task transfer.
To explore through a qualitative study the
antecedents which led to the emergence of "non-
contact" as a new service strategy.

9. III. Interests:
Theoretical
interest
12/6/2020The Fifth International Conference on Digital
Economy
To analyze the opportunities and challenges related to the
"untact" service.

10. III. Interests:
Managerial
interests
12/6/2020The Fifth International Conference on Digital
Economy
Help companies wishing to have a competitive advantage in
the digital age.Companies encourage their customers to constantly seek
the type of service they want.

11.
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Economy
1. Types of interaction
2 types of interaction

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Economy
2. Untact service
2 types of interaction
Untact” is a keyword created in South Korea
by adding the prefix "un", which has the
meaning of "no", to the word "contact" (Kim
et al., 2018).

13. 3. Co-creation of experience
The Fifth International Conference on Digital
Economy
The value co-creation implies that the value is determined
once the product or the service is consumed (Payne et al.,
2009).
Co-creation
Value co-
creation
Experience
co-creation
The value resides not in an object, a product or a service
but rather in and only in a consumer experience (Majdoub,
2014).
Leclercq & al., 2016
Exchange of ressources
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14. 12/6/2020The Fifth International Conference on Digital
Economy
 13 semi-
structured
interviews
Qualitative
study :
Exploratory
phase
 The determinants of untact service’s use
1. Method

15.
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Economy
2. Characteristics of the sample
Members
Profile
Number of members publishing
negative comments in percent (%)
Gender Man
Woman
69.2%
30.8%
Age Between 15-25
Between 26 - 30
Between 30-35
Between 36-40
More than 40
53.8%
15.4%
15.4%
0%
15.4%
Socio-
Professio
nal
Category
Teacher
Student
Employee
Retired
Unemployed
15.4%
46.1%
23.1%
7.7%
7.7%

16.
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Economy
The determinants of the untact service’s use
Seeking
uniqueness
(18.2 %)
Seeking
uniqueness
(18.2 %)
Rapidity
Utility
6.7%
Utility
6.7%
Convenience
(38.5%)
Convenience
(38.5%)
Limits of the
personal
contact
17.3%
Limits of the
personal
contact
17.3%
Ease of
use
Comfort
Flexibilit
y

17.
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Economy
Type of
product or
service
Type of
product or
service
Standardizati
on
Standardizati
on
Familiarity
with
technology
Familiarity
with
technology
Openness to
the
technology
Openness to
the
technology
The determinants of the untact service’s use

18.
12/6/2020The Fifth International Conference on Digital
Economy
Seeking
uniquene
ss
Seeking
uniquene
ss
Opennes
s to the
technolo
gy
Opennes
s to the
technolo
gy
Convenien
ce
(38.5%)
Convenien
ce
(38.5%)
Limits of
the
personal
contact
Limits of
the
personal
contact UtilityUtility
Type of
product
or
service
Type of
product
or
service
Familiari
ty with
technolo
gy
Familiari
ty with
technolo
gy
Standard
ization
Standard
ization
The determinants of the untact service’s use

19.
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Economy
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Theoretical
contributio
ns
This study extends current knowledge into the marketing literature.
It offers a first theoretical perspective which exposes the determinants of
the "untact" service and their consequences on the co-creation of the
experience.

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Economy
1122
Managerial
contributio
ns
Considering the untact service, we recommend that the company :
This allows managers to better apply this service.

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Economy
To focus on other types of smart
services.
To focus on other types of smart
services.
A quantitative phase will be
necessary.
A quantitative phase will be
necessary.
We have limited ourselves to a
qualitative exploratory study using
semi-structured interviews.
We have limited ourselves to a
qualitative exploratory study using
semi-structured interviews.
A second limitation is in focusing on
only one type of technology such as the
automatic machine.
A second limitation is in focusing on
only one type of technology such as the
automatic machine.
The size of the sample (13 interviewed)
and its non-representativeness
compared to the whole of the Tunisian
population.
The size of the sample (13 interviewed)
and its non-representativeness
compared to the whole of the Tunisian
population.
To apply a larger sample in order
to confirm the results.
To apply a larger sample in order
to confirm the results.

22. 12/6/2020The Fifth International Conference on Digital
Economy
To explore Determinants of
untact service’s use
13 interviews

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Economy
for your attention
Thank you