Unifying technology and people: revisiting service in a digitally transformed world

Trade is as ancient as civilization; it has been an essential part of every society as a means of acquiring and/or exchanging goods and services. Trade, therefore, has always depended heavily on human interaction between the ‘producer and customer’ on the foundation of interdependence through communication, friendship, trust, and relationship. Over the past 100 years or so, varying degrees of a new element – digital technology –have been incorporated into the relationship between the producer and consumer. The introduction of technology to the concept of trade was intended to mutually benefit both producer and customer. However, technology’s role and its influence as part of this delicate interdependent relationship have not been well understood or discussed in the literature. Our study illustrates the critical role of the human factor and the growing importance of technology in all industry sectors and in societies. We call for the growing need for a unified approach where humans and technology will not only co-exist but, more importantly, will collectively bring about many positive changes to benefit both the firm and the society, or in other words, both producer and customer.