Call it robot: anthropomorphic framing and failure of self-service technologies

IF 3.8 4区 管理学 Q2 BUSINESS
Ada Maria Barone, Emanuela Stagno, Carmela Donato
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Abstract

Purpose The purpose of this paper is to test the effect that anthropomorphic framing (i.e. robot vs automatic machine) has on consumers’ responses in case of service failure. Specifically, the authors hypothesize that consumers hold an unconscious association between the word “robot” and agency and that the higher agency attributed to self-service machines framed as robots (vs automatic machines) leads, in turn, to a more positive service evaluation in case of service failure. Design/methodology/approach The authors have conducted four experimental studies to test the framework presented in this paper. In Studies 1a and 1b, the authors used an Implicit Association Test to test for the unconscious association held by consumers about robots as being intelligent machines (i.e. agency). In Studies 2 and 3, the authors tested the effect that framing technology as robots (vs automatic machines) has on consumers’ responses to service failure using two online experiments across different consumption contexts (hotel, restaurant) and using different dependent variables (service evaluation, satisfaction and word-of-mouth). Findings The authors show that consumers evaluate more positively a service failure involving a self-service technology framed as a robot rather than one framed as an automatic machine. They provide evidence that this effect is driven by higher perceptions of agency and that the association between technology and agency held by consumers is an unconscious one. Originality/value This paper investigates a novel driver of consumers’ perception of agency of technology, namely, how the technology is framed. Moreover, this study sheds light on consumers’ responses to technology’s service failure.
叫它机器人吧:拟人化框架和自助服务技术的失败
本文的目的是测试拟人化框架(即机器人与自动机器)在服务失败情况下对消费者反应的影响。具体来说,作者假设消费者在“机器人”这个词和代理之间有一种无意识的联系,而被认为是机器人的自助服务机器(与自动机器相比)的更高的代理反过来又导致在服务失败的情况下更积极的服务评价。设计/方法/方法作者进行了四项实验研究来测试本文中提出的框架。在研究1a和1b中,作者使用内隐联想测试来测试消费者对机器人作为智能机器(即代理)的无意识联想。在研究2和3中,作者测试了框架技术作为机器人(与自动机器)对消费者对服务失败的反应的影响,使用了两个不同消费环境(酒店、餐厅)的在线实验,并使用了不同的因变量(服务评价、满意度和口碑)。研究结果表明,消费者对以机器人为框架的自助服务技术而不是以自动机器为框架的服务失败的评价更为积极。他们提供的证据表明,这种效应是由更高的代理感知驱动的,消费者所持有的技术和代理之间的联系是无意识的。本文研究了消费者对技术代理感知的一个新的驱动因素,即技术是如何被构建的。此外,本研究还揭示了消费者对技术服务失败的反应。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.80
自引率
20.50%
发文量
63
期刊介绍: ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.
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