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Herbjørn Nysveen and Per Kristensson

Innovation resistance is a major barrier for innovation diffusion. The chapter discusses how trusting beliefs can soften innovation resistance. Based on existing research the authors present some general sources of innovation resistance related to passive barriers (individual factors and situational factors) and active barriers (innovation-specific factors). They then discuss how trusting beliefs – ability, benevolence and integrity – in various ways can soften these barriers and increase the chance of innovation diffusion.

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Per Kristensson, Herbjørn Nysveen and Helge Thorbjørnsen

The chapter focuses on why customers do and do not switch. Switching is when a customer leaves a service provider for another one. The research presented looks at how customers perceive equity-related aspects, such as economic fairness, on the one hand, and more psychological determinants, such as cognitive and affective aspects, on the other hand. A review of the literature shows why customers sometimes switch and highlights the need to identify and understand how barriers and triggers affect them in this sense. By understanding barriers and triggers, switching processes are either facilitated or stifled and thus affect the likelihood of a customer adopting a new service innovation or not.

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Herbjørn Nysveen and Siv E. Rosendahl Skard

Self-service technologies have received a lot of attention in research. The purpose of the chapter is to look into the role of trust and risk in self-service technology research. The chapter starts with clarification of the three central constructs – self-service technologies, trust and risk. This is followed by a description of the procedure used in conducting a brief review of self-service technology literature discussing the role of trust and risk. Based on this procedure, the review identifies 42 articles of interest. The main body of the chapter discusses the characteristics of the literature revealed through the review and proposes suggestions for future research on the role of trust and risk in self-service technology research.

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Siv E. Rosendahl Skard and Herbjørn Nysveen

The chapter presents a conceptual model proposing a relationship between risk, trust, and benefits in self-service technology (SST). The authors make five propositions for future SST research. First, they argue that SST risk dimensions should be investigated as separate first-order factors that will have unique effects on SST acceptance. The next two propositions concern the moderating effect of customers’ perceptions of SST benefit on the relationship between SST risk and SST acceptance. The authors propose that higher levels of utilitarian benefit perceptions will increase the effect of risk on SST acceptance, whereas higher levels of hedonic benefit perceptions will reduce the effect of risk on SST acceptance. The fourth proposition suggests that the relationships between SST risk and SST acceptance will be moderated by corporate trustworthiness along three dimensions: ability, integrity, and benevolence. The final proposition argues that the nature of risk and trust is important when considering the interaction between the two constructs.

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Tina Saebi, Herbjørn Nysveen, Mohammad Touhid Hossain and Annita Fjuk

Delivering great customer experience is essential in gaining the trust of customers. In an attempt to deliver superior customer experience, companies often end up focusing on redesigning the front-end of the business model while neglecting to realign their organizational design, capabilities and skills with the different dimensions of their business model. By adopting a business model perspective, we derive important lessons on how companies can shift towards more ‘experience-centric’ business models.