Service robots, agency and embarrassing service encounters

Understanding consumer reactions to chatbot service failures: Evidence from a Wizard-of-Oz experiment

Previous studies have found that individuals react differently to online customer service interactions with chatbots than human agents. However, it remains unclear which agent is more effective at mitigating negative consumer evaluations in the context of service failures. This article explores whether online customer service agents, informed by social perception theory, can influence consumer evaluations by simulating service failure scenarios for future reference. In this study, human participants responded to a service failure interaction task with the Wizard-of-Oz method. This study conducted the pretest to verify the validity of stimuli and the main experiment to verify the proposed hypotheses. Results indicated that participants in human conditions were more likely to mitigate negative evaluations brought about by service failures, while a chatbot aggravated this negative effect. These findings contribute to a deeper understanding of the dynamics between online chatbots and human agents in the context of service failures. Interactions with human agents can mitigate consumers' negative evaluations of services, as human agents are perceived to demonstrate higher competence than chatbots.

Do you wanna dance? Tales of trust and driving trust factors in robot medication counseling in the pharmacy context

Introduction: The sustainable implementation of socially assistive robots in a pharmacy setting requires that customers trust the robot. Our aim was to explore young adults' anticipations of and motives for trusting robot medication counseling in a high-stakes scenario. Methods: Through a co-creation approach, we co-designed a prototype application for the Furhat platform together with young adults. In-lab testing of a pharmacy scenario, where the robot provides medication counseling related to emergency contraceptive pills, was conducted to deepen our understanding of some factors driving young adults' initial trust establishment and anticipations of interacting with a robot in a high-stakes scenario. Qualitative data from interviews with six study participants were analyzed using inductive, reflexive thematic analysis and are presented through a narrative approach. Results: We outline five tales of trust characterized by personas. A continuum of different anticipations for consulting a robot in medication counseling is presented, ranging from low to high expectations of use. Driving factors in the initial trust establishment process are position, autonomy, boundaries, shame, gaze, and alignment. Discussion: The article adds to the understanding of the dimensions of the multifaceted trust concept, of driving trust factors, and of the subsequent anticipation to trust robots in a high-stakes pharmacy context.

Peer or tutor? The congruity effects of service robot role and service type on usage intention

The invention of service robots has reduced the labor cost and improved enterprises' efficiency and service quality. However, it is still difficult to enhance consumers' intention to use robot-by-robot design efficiently. Based on social roles of anthropomorphic cues, service robots can be divided into peer (e.g., kind and amiable friends) or tutor (e.g., authoritative and professional experts) robots. From a matching perspective, this paper investigates (1) whether robot role and service type have an impact on consumers' intention to employ service robots in different ways, and (2) how cognitive trust and affective trust can play a mediating role during this process. In this paper, the authors conducted an online a scenario-based experiment and collected a valid sample of 332 consumers. The results show that the participants are more willing to apply the tutor robot in the scenario of utilitarian service, and the peer robot in the scenario of hedonic service. In addition, cognitive trust and affective trust have a matching mediation effect. Specifically, for the utilitarian service, cognitive trust mediates the effect of robot role on consumers' intention to adopt the robots, while the mediating effect of affective trust is not significant. As for the hedonic service, affective trust mediated the effect of robot role on the intention to use, whereas the mediating effect of cognitive trust is not significant.

Effects of Embarrassment on Self-Serving Bias and Behavioral Response in the Context of Service Failure

Previous research has focused on examining embarrassment in sensitive product purchase situations. Although embarrassment is a widespread emotion in consumption situations, few studies have explored its impact on service encounters, especially in the service failure context. This study examines how customers react to different service failures that cause embarrassment and explores whether self-serving bias exists when customers perceive higher embarrassment in service failure. This study uses a 2 (source of failure) × 2 (level of embarrassment) scenario experimental method to examine the effect of two sources of failure on consumer locus attributions, negative emotions, and negative behaviors, considering the moderating effects of the level of embarrassment. Data were collected from 218 student subjects in Taiwan. The results show that embarrassment is important in service failure contexts. Specifically, when consumers perceive higher embarrassment, they attribute more responsibility to the service provider. These attributions, in turn, influence customers' emotions and behavioral responses. These findings have several important theoretical and practical implications in terms of embarrassing service failures.

Psychological factors underlying attitudes toward AI tools

What are the psychological factors driving attitudes toward artificial intelligence (AI) tools, and how can resistance to AI systems be overcome when they are beneficial? Here we first organize the main sources of resistance into five main categories: opacity, emotionlessness, rigidity, autonomy and group membership. We relate each of these barriers to fundamental aspects of cognition, then cover empirical studies providing correlational or causal evidence for how the barrier influences attitudes toward AI tools. Second, we separate each of the five barriers into AI-related and user-related factors, which is of practical relevance in developing interventions towards the adoption of beneficial AI tools. Third, we highlight potential risks arising from these well-intentioned interventions. Fourth, we explain how the current Perspective applies to various stakeholders, including how to approach interventions that carry known risks, and point to outstanding questions for future work.

Robots in travel clinics: building on tourism's use of technology and robots for infection control during a pandemic

The arrival of COVID-19 impacted every aspect of life around the world. The virus, whose spread was facilitated overwhelmingly by people's close contact at home and by travelling, devastated the tourism, hospitality, and transportation industry. Economic survival depended largely on demonstrating to authorities and potential travellers the strict adherence to infection control measures. Fortunately, long before the pandemic, the industry had already employed digital technology, artificial intelligence, and service robots, not to keep the world safe, but to either bridge staff shortages or save costs, reduce waiting times, streamline administration, complete unattractive, tedious, or physical tasks, or use technology as marketing gimmicks. With COVID-19, offering social distancing and touchless service was an easy step by extending quickly what was already there. The question arose: could travellers' acceptance of technology and robots for infection control be useful in travel medicine? COVID-19 fostered the rapid and increased acceptance of touchless technology relating to all things travel. The public's expectations regarding hygiene, health and safety, and risk of infection have changed and may stay with us long after the pandemic is 'the new normal', or a new one approaches. This insight, combined with the current experience with robots in health and medicine, is useful in exploring how robots could assist travel medicine practice. However, several aspects need to be considered in terms of type of robot, tasks required, and the public's positive or negative attitudes towards robots to avoid known pitfalls. To meet the crucial infection control measures of social distancing and touch avoidance, the use of robots in travel medicine may not only be readily accepted but expected, and implications for management, practice, and research need to be considered.

To automate or not to automate? A contingency approach to service automation

Purpose

Following a contingency approach, this paper aims to understand when service automation can enhance or destroy value for customers in the frontline by (1) providing a comprehensive overview of factors that influence the value co-creation/co-destruction potential of service automation and (2) zooming in on the combination of service contexts and service tasks to develop research propositions.

Design/methodology/approach

This paper uses a grounded theory approach based on qualitative data from multiple methods (i.e. a diary study with follow-up interviews, a consultation of academic experts and a storyboard study) as well as a systematic literature review to develop (1) a Framework of Automated Service Interactions (FASI) and (2) a contingency model for service tasks/contexts.

Findings

This paper presents a framework which gives an overview of factors influencing the value co-creation/co-destruction potential of service automation. The framework discerns between three types of factors: service design (i.e. controllable and manageable by the organization), static contingency (i.e. uncontrollable and fixed) and dynamic contingency (i.e. uncontrollable and flexible). Furthermore, the paper presents a contingency model based on the combination of service contexts and service tasks which results in seven research propositions.

Originality/value

This paper brings structure in the fragmented field of service automation. It integrates and summarizes insights regarding service automation and sheds more light on when service automation has the potential to create or destroy value in the organizational frontline.

Can robots recover a service using interactional justice as employees do? A literature review-based assessment

Interactional justice (e.g., empathy) plays a crucial role in service recovery. It relies on human social skills that would prevent it from automation. However, several considerations challenge this view. Interactional justice is not always necessary to recover service, and progress in social robotics enables service robots to handle social interactions. This paper reviews service recovery and social robotics literature and addresses whether service robots can use interactional justice as frontline employees do during service recovery. Results show service robots can replicate interactional justice norms, although with some considerations. Accordingly, we propose a research agenda for future studies.

Consumers and service robots: Power relationships amid COVID-19 pandemic

Robotics significantly influence retail and consumer services. The COVID-19 pandemic further amplified the rise of service robots (SRs) through social distancing measures. While robots are embraced widely by retailers and service providers, consumers’ interaction with SRs remains an intriguing avenue of research across contexts. By taking a relative social power perspective, we report on a series of pre- and intra-COVID-19 studies. Our findings suggest that Gen-Z consumers hold more positive attitudes towards SRs perceived as lower in power vis-à-vis the human user. The longitudinal nature of our study also reveals that while attitudes towards such low-power services turned more negative during the COVID-19 pandemic, attitudes towards SRs that are high in power vis-à-vis the human user remained stable. In practical terms, while Gen-Z consumers hold more positive attitudes towards low-power robots, such service providers also face the challenge of relatively changeable attitudes towards them, especially during crisis times.

Robots do not judge: service robots can alleviate embarrassment in service encounters

Although robots are increasingly used in service provision, research cautions that consumers are reluctant to accept service robots. Five lab, field, and online studies reveal an important boundary condition to earlier work and demonstrate that consumers perceive robots less negatively when human social presence is the source of discomfort. We show that consumers feel less judged by a robot (vs. a human) when having to engage in an embarrassing service encounter, such as when acquiring medication to treat a sexually transmitted disease or being confronted with one's own mistakes by a frontline employee. As a consequence, consumers prefer being served by a robot instead of a human when having to acquire an embarrassing product, and a robot helps consumers to overcome their reluctance to accept the service provider's offering when the situation becomes embarrassing. However, robot anthropomorphism moderates the effect as consumers ascribe a higher automated social presence to a highly human-like robot (vs. machine-like robot), making consumers feel more socially judged.

Supplementary Information

The online version contains supplementary material available at 10.1007/s11747-022-00862-x.

Experiential AR/VR: a consumer and service framework and research agenda

Purpose

The paper focuses on extended reality technologies and their potential contribution to the improvement of services. First, it identifies extended reality technologies (AR/VR) as the most promising interfaces to enable an experiential consumption of the services. It then summarises their properties and discusses similarities and differences. Last, it maps these technologies onto a consumer psychology framework of experience to derive possible areas of future research.

Design/methodology/approach

The authors conduct a literature review and present a conceptual framework of AR/VR contributions on experience.

Findings

The study provides an up-to-date literature review including AR and VR applications for consumer and service experience, as well as recommendations for possible research directions.

Originality/value

Whereas previous contributions adopted the same, experiential approach but focused on different technology (e.g. AI) or considered multiple interfaces and their impact on the consumer journey (mostly transactions), this paper aims at digging deeper into AR/VR, while retaining an experiential view on consumption that best serves the contextualisation of AR/VR.