Purpose – The purpose of this paper is to address the advisability of innovation diffusion theory for enhancing the adoption/execution success rate in leading organizational change. Design/methodology/approach – The study design involved an interpretive discussion of innovation diffusion...

The primary goal of utilizing chatbots for customer service is to fulfill customer requests without requiring a conversation. However, the challenge to the sustainable adoption of innovations is overcoming the obstacles that prevent the innovation's spread. The current study examined factors...