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Hands-off? Lessons from high-touch professionals about going virtual.

Sarah Lord Ferguson1, Claudia Smith2, Jan Kietzmann2

  • 1Beedie School of Business, Simon Fraser University, Canada.

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Summary
This summary is machine-generated.

The COVID-19 pandemic accelerated the adoption of telehealth, a remote healthcare model, by high-touch service professionals. This study offers nine principles for building trust in virtual and hybrid service delivery models.

Keywords:
ConvergenceInnovationRemote workTechnologyTelehealthTrustVirtual work

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Area of Science:

  • Healthcare Management
  • Technology Adoption
  • Service Delivery Models

Background:

  • The COVID-19 crisis necessitated a shift to remote service delivery across industries.
  • High-touch service providers, especially in healthcare, faced significant challenges transitioning to virtual models.
  • Telehealth adoption was incentivized by the pandemic, despite prior resistance.

Purpose of the Study:

  • To examine the rapid adoption of telehealth during the COVID-19 pandemic.
  • To analyze the convergence of technologies, spaces, and practices enabling virtual service delivery.
  • To identify opportunities and challenges for professionals moving to 'hands-off' service models.

Main Methods:

  • Analysis of the convergence of technologies, spaces, and practices driving telehealth adoption.
  • Examination of the shift from in-person to virtual and hybrid service delivery models.
  • Identification of key factors influencing trust in remote professional services.

Main Results:

  • The pandemic spurred the adoption of telehealth by healthcare professionals.
  • Convergence of technologies facilitated the move to remote service models.
  • Significant opportunities and challenges exist in 'hands-off' service delivery for high-trust professions.

Conclusions:

  • Nine guiding principles are proposed for establishing and maintaining cognitive and affective trust in virtual and hybrid service environments.
  • These principles are crucial for navigating future technology convergences in professional services.
  • Adapting to virtual delivery is essential for the resilience and future of high-trust service sectors.