{"title":"The human touch vs. AI efficiency: How perceived status, effort, and loyalty shape consumer satisfaction with preferential treatment","authors":"Sunhwa Choi , Youjae Yi , Xiaohong Zhao","doi":"10.1016/j.jretconser.2024.103969","DOIUrl":null,"url":null,"abstract":"<div><p>This research investigates the impact of service agent type, human versus artificial intelligence (AI), on consumer satisfaction with preferential treatment. Through four studies conducted in both online and field settings, we demonstrate that consumers experience greater satisfaction when preferential treatment comes from a human agent compared to an AI agent. This effect is driven by two underlying mechanisms: the perception of elevated status and the perception of greater effort exerted by the supplier. Additionally, the difference in consumer satisfaction between agent types diminishes when consumers have strong prior loyalty to the company. These findings offer theoretical implications and managerial insights.</p></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":null,"pages":null},"PeriodicalIF":11.0000,"publicationDate":"2024-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Retailing and Consumer Services","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0969698924002650","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This research investigates the impact of service agent type, human versus artificial intelligence (AI), on consumer satisfaction with preferential treatment. Through four studies conducted in both online and field settings, we demonstrate that consumers experience greater satisfaction when preferential treatment comes from a human agent compared to an AI agent. This effect is driven by two underlying mechanisms: the perception of elevated status and the perception of greater effort exerted by the supplier. Additionally, the difference in consumer satisfaction between agent types diminishes when consumers have strong prior loyalty to the company. These findings offer theoretical implications and managerial insights.
期刊介绍:
The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are:
Retailing and the sale of goods
The provision of consumer services, including transportation, tourism, and leisure.