Examining customer responses to body worn cameras

Overview

As a direct response to increasing customer aggression, retailers are implementing measures to keep frontline team members safe – assets such as body worn cameras (BWC) and duress watches. Concerningly, there is a dearth of research into these technologies in a retail setting, with much of the earlier research being undertaken in corrective services, policing and train guards.

Current research identifies, in some cases, the presence of such technologies can lead to a ‘back-firing’ effect (the aggressive individual becomes more aggressive), and in some cases, no effect (the BWC does nothing to prevent aggressive behaviours).

Research activities

This research will examine:

1. consumers responses to frontline team members wearing BWCs
2. team member responses to wearing BWCs.

Outcomes

The aim of this research is to identify unexpected effects of BWCs - i.e., back-firing - and any risks these technologies have on frontline employees and customers, and by extension, retail brands. We ultimately seek to inform retailers of 'best practice' in relation to these emerging wearable technologies.

Skills and experience

This project will require the candidate to have completed an undergraduate degree in a relevant field and meet the necessary benchmarks for entry into a MPhil or PhD.

Keywords

• retail
• service
• team members
• staff
• safety
• body worn cameras
• wearable technology

Contact

Contact the supervisor for more information.