Digital customer service: overcoming the effects of customer resistance in shipping logistics
Digitalisation, supply chain ecosystem and customer service have become increasingly popular buzzwords in today’s globalised world and increasingly integrated supply chains. Within the shipping logistics industry, attempts to introduce and integrate various transformational digital technologie...
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| Format: | Final Year Project |
| Language: | English |
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Nanyang Technological University
2022
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| Online Access: | https://hdl.handle.net/10356/163415 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Digitalisation, supply chain ecosystem and customer service have become increasingly popular
buzzwords in today’s globalised world and increasingly integrated supply chains. Within the
shipping logistics industry, attempts to introduce and integrate various transformational digital
technologies have increased in the last few years, although the actual rate of digital transformation
has been much slower than expected.
An accurate conceptualisation of why digitalisation (henceforth digitisation) initiatives fail should
involve an understanding of the socio-cultural barriers to adoption and manifestations of
psychological resistance to change. This paper aims to identify and define the concept of
‘customer resistance’ (CR) as a primary cause of failed initiatives and examine the real-life
applicability of this idea within the scope of the shipping logistics supply chain. Based on the
findings, a set of potential solutions is proposed to overcome the phenomenon of CR. |
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