AI service may backfire: Reduced service warmth due to service provider transformation

IF 11 1区 管理学 Q1 BUSINESS
Xingyang Lv , Yufan Yang , Dazhi Qin , Xiaoyan Liu
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Abstract

Perceived service warmth, arising from interactions between customers and employees, is a fundamental component of the hospitality industry. However, as artificial intelligence (AI) facilities such as service robots and chatbots gradually replace the role of human staff, the inherent warmth of the hospitality industry may be under threat. Therefore, the current research aims to investigate how such service provider transformations might influence customer warmth perceptions, the underlying mechanism, and practical solutions for firms that plan to deploy AI facilities in the future. Using five studies (and a supplemental study), we demonstrate that AI (vs. human) service significantly reduces customers’ perceived service warmth due to the diminished mind perceptions (i.e., experience and agency) of AI staff as service providers. Such a warmth loss effect further leads to lower customers’ continuous usage intention of AI service. However, the effect is attenuated when AI staff interacts with customers using an informal (vs. formal) language style or for customers with a utilitarian (vs. hedonic) motivation. The findings of this research contribute to the literature on AI service and provide valuable insights for marketers into effective AI deployment in the hospitality industry.
人工智能服务可能适得其反:服务提供商转型导致服务热度降低
从顾客和员工之间的互动中产生的服务热情是酒店业的一个基本组成部分。然而,随着服务机器人和聊天机器人等人工智能(AI)设施逐渐取代人类员工的角色,酒店业固有的温暖可能会受到威胁。因此,目前的研究旨在调查这种服务提供商转型如何影响客户的温暖感知、潜在机制以及计划在未来部署人工智能设施的公司的实际解决方案。通过五项研究(和一项补充研究),我们证明人工智能(与人类相比)服务显著降低了客户感知到的服务温暖,因为人工智能员工作为服务提供者的心智感知(即经验和代理)减少了。这种热损失效应进一步降低了客户对AI服务的持续使用意愿。然而,当人工智能员工使用非正式(相对于正式)语言风格与客户互动时,或者与具有功利(相对于享乐)动机的客户互动时,效果就会减弱。本研究的发现有助于人工智能服务的文献,并为营销人员在酒店业有效部署人工智能提供有价值的见解。
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
20.40
自引率
14.40%
发文量
340
审稿时长
20 days
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.
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