Domo Arigato Mr. Roboto: Emergence of Automated Social Presence in Organizational Frontlines and Customers' Service Experiences
Domo Arigato Mr. Roboto: Emergence of Automated Social Presence in Organizational Frontlines and Customers' Service Experiences
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DOI：
10.1177/1094670516679272
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发表时间：
2017-02-01
影响因子：
12.4
通讯作者：
Petersen, J. Andrew
中科院分区：
文献类型：
--
作者：
van Doorn, Jenny;Mende, Martin;Petersen, J. Andrew
技术正在迅速改变服务的性质、客户的服务一线体验以及客户与服务提供商的关系。根据预测，在2025年的市场中，技术（e。例如，在一个实施例中，服务提供类人机器人）将融入众多的服务体验，本文重点介绍了技术在社会层面上吸引客户的能力，作为技术注入的关键进步。具体来说，它引入了自动社交存在（ASP; i。例如，技术使客户感觉到另一个社会实体存在的程度）到服务文献。作者开发了一种类型学，突出了组织前线自动化和人类社会存在的不同组合，并指出了文献空白，从而强调了未来研究的途径。此外，本文提出了一个概念框架，重点是（a）ASP和几个关键的服务和客户成果之间的关系是如何介导的社会认知和感知的心理所有权，以及（B）三个客户相关的因素，调节ASP和社会认知和心理所有权之间的关系（即）。例如，客户的关系取向、拟人化倾向和技术准备度）。最后，提出的建议，可以成为未来工作的催化剂，以提高对技术注入，特别是服务机器人，如何影响客户的前线经验，在未来的理解。
Technology is rapidly changing the nature of service, customers' service frontline experiences, and customers' relationships with service providers. Based on the prediction that in the marketplace of 2025, technology (e. g., service-providing humanoid robots) will be melded into numerous service experiences, this article spotlights technology's ability to engage customers on a social level as a critical advancement of technology infusions. Specifically, it introduces the novel concept of automated social presence (ASP; i. e., the extent to which technology makes customers feel the presence of another social entity) to the services literature. The authors develop a typology that highlights different combinations of automated and human social presence in organizational frontlines and indicates literature gaps, thereby emphasizing avenues for future research. Moreover, the article presents a conceptual framework that focuses on (a) how the relationship between ASP and several key service and customer outcomes is mediated by social cognition and perceptions of psychological ownership as well as (b) three customer-related factors that moderate the relationship between ASP and social cognition and psychological ownership (i. e., a customer's relationship orientation, tendency to anthropomorphize, and technology readiness). Finally, propositions are presented that can be a catalyst for future work to enhance the understanding of how technology infusion, particularly service robots, influences customers' frontline experiences in the future.