Artificial intelligence (AI) is radically transforming frontline service encounters, with AI increasingly playing the role of employee or customer. Programmed to speak or write like a human, AI is poised to usher in a frontline service revolution. No longer will frontline encounters between customer and employee be simply human-to-human; rather, researchers must consider an evolved paradigm where each actor could be either human or AI. Further complicating this 2 × 2 framework is whether the human, either customer or employee, recognizes when they are interacting with a non-human exchange partner. Accordingly, we develop an evolved service encounter framework and, in doing so, introduce the concept of counterfeit service, interspecific service (AI-to-human), interAI service (AI-to-AI), and offer a research agenda focused on the implementation of AI in dyadic service exchanges.
Frontline encounters of the AI kind: An evolved service encounter framework / Robinson S.; Orsingher C.; Alkire L.; De Keyser A.; Giebelhausen M.; Papamichail K.N.; Shams P.; Temerak M.S.. - In: JOURNAL OF BUSINESS RESEARCH. - ISSN 0148-2963. - ELETTRONICO. - 116:(2020), pp. 366-376. [10.1016/j.jbusres.2019.08.038]
Frontline encounters of the AI kind: An evolved service encounter framework
Orsingher C.;
2020
Abstract
Artificial intelligence (AI) is radically transforming frontline service encounters, with AI increasingly playing the role of employee or customer. Programmed to speak or write like a human, AI is poised to usher in a frontline service revolution. No longer will frontline encounters between customer and employee be simply human-to-human; rather, researchers must consider an evolved paradigm where each actor could be either human or AI. Further complicating this 2 × 2 framework is whether the human, either customer or employee, recognizes when they are interacting with a non-human exchange partner. Accordingly, we develop an evolved service encounter framework and, in doing so, introduce the concept of counterfeit service, interspecific service (AI-to-human), interAI service (AI-to-AI), and offer a research agenda focused on the implementation of AI in dyadic service exchanges.File | Dimensione | Formato | |
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JBR_final_2_7_19_manuscript.pdf
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