Abstract
The fourth industrial revolution (4IR) ushered in unprecedented technological advancements that revolutionised our way of life. In the 1960s, technological development led to the automation of telephone-based customer service delivery, thereby launching the ‘call centre’ industry. These centres evolved into contact centres and modern contact centre technology provides capabilities and features that enable customers to assist themselves at their own convenience whenever they wish and from wherever they are located. Human workers often are less efficient and productive per hour than technology. The advantages of technology affect the nature of work and, due to the automation of routine tasks; there is less work available for contact centre employees, a fact that causes uncertainty and distress. The fear of job loss, of losing relevance and of technology replacing humans influences the decision of many employers and employees to resist the adoption technology. This study aims to gain an in-depth understanding of the factors that influence people’s decision to adopt technology and those that affect their resolution to resist technology in the face of loss aversion. In a single case study of a contact centre, qualitative methods and semi-structured interviews with staff and management were utilised. The data collected from interview participants is transcribed in order to identify and cross-reference the common themes that emerged with those from the previously conducted literature review. These themes are then discussed and analysed. The researcher used various theories and research studies to validate the findings of the study. The findings of this study, in common with much of the reviewed literature, indicated that workers do not oppose technology, but they are concerned about job loss, redundancy, and the replacement of humans by machines. Workers are enthusiastic and eager to learn new technology as a means of upgrading their skills and remaining competitive. Learning new technology is not difficult because the required capabilities and functionality are intuitive and easy to comprehend with the help of visual aids and instructions. The study’s participants indicated that technology makes life simpler and more efficient. In situations in which technology is unavailable, workers must rely on slower, more labour-intensive methods to complete tasks. The significance of this study lies in the fact that the provision it makes to guide management decision-making facilitates a successful transition to new technology following its adoption. In addition to examining factors that influence the decision to resist or adopt technology, this study focuses on encouraging and supporting employers/employees’ transition to new technologies. The findings of this study indicate that fear of loss and uncertainty persist following the adoption of technology. These findings demonstrate
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the need to assist workers in managing the stress associated with such feelings. Further research is required to investigate the recommendations of this study to guide managerial decision-making in support of a successful transition to new technologies that reduces employees’ loss apprehension.
Keywords: adoption; anxiety; loss; transition; technology.