University of Oulu

Söderlund Magnus, Oikarinen Eeva-Liisa, Tan Teck Ming (2020), The service robots have already arrived: Virtual agent features and behaviors that boost customer satisfaction in the service encounter. Proceedings of the European Marketing Academy, 49th, (61832).

The service robots have already arrived : virtual agent features and behaviors that boost customer satisfaction in the service encounter

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Author: Söderlund, Magnus1; Oikarinen, Eeva-Liisa2; Tan, Teck Ming2
Organizations: 1Stockholm School of Economics
2University of Oulu
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.3 MB)
Persistent link: http://urn.fi/urn:nbn:fi-fe202201179041
Language: English
Published: European Marketing Academy, 2020
Publish Date: 2022-01-17
Description:

Abstract

Virtual agents (VAs) are already used as representatives of the firm in service encounters, and this study of customers’ interactions with existing VAs explores a set of VA features and behaviors with respect to their potential to influence customer satisfaction. The study also examines perceived VA humanness as a mechanism (i.e., a mediating variable) for this influence. The results show that a set of VA features and behaviors that are typical for human employees contributed to ascribing humanness to VAs, and perceived VA humanness mediated the impact of both features and behaviors of VA on customer satisfaction. Thus, what has been learned during several decades of research on the satisfaction-boosting potential of the human frontline employee appears to be useful points of reference for those who are concerned with understanding and designing VAs appearing in service encounters.

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Series: Proceedings of the European Marketing Academy
ISSN: 2709-1589
ISSN-E: 2709-1589
ISSN-L: 2709-1589
Article number: 61832
Conference: Annual conference of the European Marketing Academy, EMAC
Type of Publication: A4 Article in conference proceedings
Field of Science: 512 Business and management
Subjects:
Copyright information: © 2020 The Authors.