Influence of control (psychological control constructs) in technologized services

Exposé

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Table of contents
Page

Table of contents ............................................................................................................................. III

1 Problem definition ................................................................................................................... V

2 State of research......................................................................................................................VI

3 Key question .......................................................................................................................... VII

4 Procedure (structure and method) .................................................................................... VIII

5 Source reference ...................................................................................................................... X

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1 Problem definition
The rapid development of technology, especially digitalization, over the last two decades has
significantly changed the way services are delivered and consumed. The integration of technology
into services has become a cornerstone for improving efficiency, personalization and user experience
across industries (Bitner, Brown, & Meuter, 2000) and has led to the emergence of a wide variety of
technologized services. However, this shift towards technologized services, often characterized by
their digital nature, automation and user-centric design, also raises critical questions about the nature
and impact of psychological control within these digital interactions. These questions are raised
primarily due to the recognition that digital services in particular can significantly influence users'
behavior and perceptions, especially through mechanisms such as perceived communication, control,
and reactivity, which in turn affect users' intentions and engagement with digital services (Lee &
Kim, 2019). Furthermore, the emotional attachment enabled by digital services can strongly influence
loyalty to it, such as digital banking, highlighting the complex interplay between user psychology and
digital interaction dynamics (Levy, 2022).

At the center of this sphere of services are well-known concepts such as locus of control or self-
control. The focus on these two constructs in the context of technologized services arises from their
central importance for understanding how individuals interact with digital environments and how
these interactions influence their perceptions, attitudes and behaviors. The concept of "locus of
control" describes a person's belief about the origin of control over events in their lives. This can be
either internal (the belief in one's own ability to influence events) or external (the assumption that
external forces are in control of events) (Marks, 1998). Self-control, on the other hand, is concerned
with the ability to control one's own behavior, feelings and thoughts in order to achieve long-term
goals (Goschke & Job, 2023). In terms of technologized services, this and a variety of other
psychological constructs play a central role in shaping user engagement, satisfaction and ultimately
the perceived value of a service.

The central problem is therefore to identify the psychological control dynamics operating within
technologized services and to understand how they influence user behavior and service outcomes.
This includes, for example, examining how the design of technological services can enhance or
detract from users' sense of control, what impact these control dynamics have on user satisfaction and

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loyalty, and what strategies companies can use to optimize these services so that users have better
control experiences.

2 State of research
There is a wide range of studies in research that deal with various facets of psychological control
constructs in relation to digital services. These can be categorized under the topic "Influence of
control in technologized services".
For example, one study examines the role of psychological control in reducing consumers' privacy
concerns in location-based services and suggests that technological safeguards, such as mobile
devices, can significantly enhance consumers' perceived control over their personal information (Xu
& Teo, 2004).
In contrast, another study looks at the impact of contactless AI services during the COVID-19
pandemic and concludes that such services positively affect customers' psychological safety and
hedonic value as well as perceived service quality, although they negatively impact perceived control
(Li, Yin, Qiu & Bai, 2022).

In addition, another study examined young people's psychological well-being and its association with
problematic use of Internet communication services, identifying dimensions of psychological well-
being such as autonomy, environmental mastery and positive relationships with others as significant
predictors of compulsive Internet use and its negative consequences (Casale, Lecchi & Fioravanti,
2015).

These studies examine various aspects that can be assigned to the overarching topic as mentioned at
the beginning, but there is no recognizable systematic approach that brings together all the facets
examined under a uniform theoretical framework. It seems as if the studies cover complementary
areas, but an integrative perspective that combines or illustrates the different dimensions of control
and their effects on the user experience in digital services is largely missing.

In conclusion, the excerpt from studies of the current state of research not only underlines the
importance of understanding psychological control mechanisms in technologized services to improve
the user experience and effectively address privacy and security concerns, but also emphasizes the
importance of researching these scientifically and implementing them in practice. The need for a
holistic view becomes clear in order to establish a link between the individual study results and their
real-life application.

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3 Key question
The following research question is derived from the problem definition: What influence does the
user's perceived control have on the acceptance of and satisfaction with technologized services? This
research question aims not only to investigate the relationship between users' perceived control over
technology and their willingness to use and be satisfied with technologized services, but also to
address a critical gap in current academic discourse and practical application. While this question
succinctly summarizes the core of the research, the relevance of its answer for theory and practice
needs to be further explained to underline the added value of this research.
For theory:
The theoretical implications of answering this research question are profound. By systematically
reviewing the literature on perceived control in technologized services, this paper promises to
contribute to the theoretical underpinnings of user engagement and satisfaction. It aims to synthesize
disparate strands of research into a coherent framework that highlights the psychological mechanisms
underlying users' interactions with digital services. This not only enriches the academic discourse
with a nuanced understanding of user psychology, but also provides a conceptual framework on which
future researchers can build. In this way, it fills a gap in the current literature and provides a
consolidated view that can drive theoretical advances in the field.
For practice:
In practice, this work has the potential to provide actionable insights to designers and managers of
digital services. By demonstrating the relationship between perceived control and user satisfaction, it
highlights the importance of designing technologized services that provide users with more options.
This can contribute to the development of more intuitive, user-centered services that not only meet
consumers' functional needs, but also take into account their psychological preferences for control
and autonomy. For organizations, understanding these dynamics could lead to improved customer
engagement strategies, higher satisfaction rates and ultimately greater loyalty and retention. By
identifying strategies that strengthen users' sense of control, this research could also guide the
implementation of technical features that alleviate privacy concerns, improve security perceptions
and promote trust in digital platforms. The insights gained could therefore have a direct impact on
the design and strategic direction of digital services across all industries, better aligning them with
consumer psychology and expectations.

In conclusion, the added value of the planned paper lies in its dual contribution to theoretical
knowledge and practical application. By systematically investigating the influence of perceived

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control on user engagement in technologized services, it will not only advance academic
understanding in a rapidly evolving field, but also equip practitioners with empirical insights to
improve service design and management. In this way, a more nuanced understanding of the complex
interplay between technology and psychology will be fostered, ultimately benefiting both the
academic community and industry.

4 Procedure (structure and method)

The following is a brief outline of the structure of the paper.
Structure:
1. Introduction (3-4 pages)
1.1 Background and significance of the topic (1 page)
1.2 Objective of the work (0.5 pages)
1.3 Research question and delimitation of the topic (0.5-1 page)
1.4 Structure of the paper (0.5-1 page)
2. Theoretical principles (5-6 pages)
2.1 Technologized services: Definition and characteristics (1-2 pages)
2.2 Perceived control: concepts and theories (2-3 pages)
2.3 Acceptance of and satisfaction with technologized services (1-2 pages))
3. Methodology of the systematic literature review (3-4 pages)
3.1 Overview of the PRISMA guidelines (1 page)
3.2 Search strategy and data sources (1-2 pages)
3.3 Inclusion and exclusion criteria (0.5-1 page)
3.4 Data extraction and quality assessment (0.5-1 page))
4. Results (8-10 pages)
4.1 Study selection process (PRISMA flow chart) (1-2 pages)
4.2 Descriptive analysis of the included studies (2-3 pages)
4.3 Service evaluation (influence of perceived control) (4-6 pages)
5. Discussion (4-5 pages)
5.1 Summary of the main results (1 page)
5.2 Interpretation of the results in the context of existing research (1-2 pages))
5.3 Limitations of the work (1 page)
5.4 Implications for practice and research (1-2 pages)

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 6. Discussion (4-5 pages)
6.1 Conclusion and outlook (2-3 pages)
6.2 Suggestions for future research (1-2 pages)
7. Bibliography (not included in the page count))
8. Appendices (e.g. PRISMA checklist, search strategies, documentation in suitable
EXCEL/SPSS software) (not included in the page count)
Methodology:
The methodology for the planned paper is based on the principles of systematic literature review as
defined in the PRISMA statement (Preferred Reporting Items for Systematic Reviews and Meta-
Analyses). This methodological approach to literature analysis involves several steps, which are
illustrated in the diagram below (PRISMA flow diagram). These steps also reflect the planned
procedure:

Source: Moher et al., 2009

The intended focus is on a comprehensible, holistic view of the research process. Instead of listing
individual methodological steps, this approach seamlessly integrates the PRISMA guidelines into the

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overall research process. The aim is to conduct an in-depth analysis of the theoretical foundations and
the current state of research in order to create a solid basis for the empirical study. The literature
review forms the empirical basis, which is characterized by a comprehensive and methodologically
sound search and analysis of relevant studies. The results of this systematic review flow directly into
the discussion, in which the main findings are summarized, interpreted in the context of existing
research and limitations and implications for practice and research are discussed. Finally, a conclusion
is drawn and an outlook for future research is given, whereby the PRISMA checklist and documented
search strategies in the appendix of the paper support the transparency and traceability of the research
process.

5 Source reference
Bitner, M., Brown, S., & Meuter, M. (2000). Technology infusion in service encounters. Journal of
the Academy of Marketing Science, 28, 138-149. https://doi.org/10.1177/0092070300281013

Lee, D.-Y. & Kim, G.-G. (2019). Effects of Perceived Interactions of Digital Transformed Services
on Intention to Accept Technology. Journal Of Digital Convergence, Vol. 19. No. 11, 287–300.
https://doi.org/10.14400/JDC.2021.19.11.287

Levy, S. (2022). Brand bank attachment to loyalty in digital banking services: mediated by
psychological engagement with service platforms and moderated by platform types. International
Journal of Bank Marketing, Vol. 40 No. 4, pp. 679-700. https://doi.org/10.1108/IJBM-08-2021-0383

Marks, L. (1998). Deconstructing Locus of Control: Implications for Practitioners. Journal of

Counseling and Development, 76, 251-260. https://doi.org/10.1002/J.1556-6676.1998.TB02540.X

Goschke, T., & Job, V. (2023). The Willpower Paradox: Possible and Impossible Conceptions of
Self-Control. Perspectives on Psychological Science, 18(6), 1339-1367.
https://doi.org/10.1177/17456916221146158
Xu, Heng and Teo, Hock-Hai (2004). Alleviating Consumers' Privacy Concerns in Location-Based
Services: A Psychological Control Perspective. ICIS 2004 Proceedings. 64.
https://aisel.aisnet.org/icis2004/64

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Minglong Li, Dexiang Yin, Hailian Qiu & Billy Bai (2022). Examining the effects of AI contactless
services on customer psychological safety, perceived value, and hospitality service quality during the
COVID‐19 pandemic. Journal of Hospitality Marketing & Management. 31:1, 24-48, DOI:
10.1080/19368623.2021.1934932

Silvia Casale, Stefano Lecchi & Giulia Fioravanti (2015). The Association Between Psychological
Well-Being and Problematic Use of Internet Communicative Services Among Young People. The
Journal of Psychology, 149:5, 480-497, DOI: 10.1080/00223980.2014.905432

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