Enacting Professional Service Work in Times of Digitalization and Potential Disruption

Abstract

Digitalization has the potential to disrupt many service industries. This is already evident in industries offering standardized business-to-consumer services. Even knowledge-intensive business-to-business (B2B) services have increasingly blended digital technologies. Yet, little is known about how this type of service and its associated service work has changed, as tasks are being increasingly performed by robots or through artificial intelligence. This study fills this void by exploring how frontline workers in two highly knowledge-intensive B2B service industries—auditing and public relations/communication (PR/C) consulting—enact their service work in response to digitalization. Building on an interview study with 50 professionals and taking an interdisciplinary stance we find—contrary to the findings in previous research—that auditing firms embrace digitalization to a larger extent than PR/C firms. Further, we find that the frontline workers’ enactment of their service work is influenced by the fit between technological innovations and the type of intelligence their services are built on, as well as their occupational identities and the service climate within the firms. We conclude the article by developing propositions and a conceptual model, and outline how service firms can support their frontline workers’ infusion of digital technologies in their service work.

Artificial intelligence in customer-facing financial services: a systematic literature review and agenda for future research

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“…, 2016). AI has the potential to alter healthcare services, retail and consumer services, communication and entertainment services, and financial services (Pemer, 2020; PWC, 2017; van Esch et al , 2020).…”

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“…This suggests that PSFs have been on a path toward increasing digitalization during the past decades. However, while other industries have undergone rapid transformations (Fredberg and Pregmark 2016;Shibata et al 2019), most PSFs have followed at a slower pace (Kronblad and Pregmark 2019;Pemer 2020).…”