Abstract
The current trend in the European Union (EU) is to support the development of online dispute resolution (ODR) that saves financial and human resources. Therefore, research articles mainly deal with the design of new ODR solutions, without researching the social aspects of using different kinds of ODR solutions. For this reason, the main aim of the article is an empirical evaluation of two kinds of ODR solutions in business-to-business (B2B) relationships from the perspective of a selected social category. The article focuses on: (1) comparing unassisted and smart assisted negotiation while using the artificial intelligence approach; (2) the satisfaction and attitudes of Generation Y members from the Czech and Slovak Republic towards different ways of negotiating. The conclusions of this study can help researchers to design or improve existing ODR solutions, and companies to choose the most suitable managers from Generation Y for B2B negotiation. The results show that Generation Y members prefer computer-mediated communication as compared to face to face negotiation; the participants were more satisfied with the negotiation process when using smart assisted negotiation. Through a computer-mediated negotiation, even sellers with lower emotional stability can maintain an advantageous position. Similarly, buyers with lower agreeableness or higher extraversion can negotiate more favorable terms and offset their loss.
Highlights
Disputes are a problem for both business-to-consumer (B2C) and business-to-business (B2B)relationships
The presented research study is important for designers, who design new or improve existing solutions in the form of a particular artefact. It contributes to creating the knowledge base about the sociotechnical interaction between a particular online dispute resolution (ODR) solution and its users
In addition to making phone calls and writing letters, face to face negotiation was the primary approach that was used in negotiation before the adoption of modern information and communication technology (ICT) in everyday life
Summary
Disputes are a problem for both business-to-consumer (B2C) and business-to-business (B2B). In the latter case, the resolution of a dispute can be stressful, time-consuming and expensive, especially when it comes to litigation [1]. Companies have new possibilities for dispute resolution that are connected with the development of information and communication technology (ICT). Positive adoption of ICT at the personal, organizational, and social levels has created the option of alternative forms of dispute resolution. There has been a growing need to address this issue online via the Internet as a result of the increase in international business and its gradual transition to digital commerce platforms—e.g., the European Commission has provided an online dispute resolution (ODR) platform since 2016 [2]
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