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How do consumers react after service failure provided by AI (vs human) agents
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Resumo(s)
Consumers tend to react to service failures in very different ways and due to a variety of constraints. With the rapid development of new technologies like Artificial intelligence (AI), which is reshaping the way several tasks are performed, little is known about the effects on consumers’ reactions. Since people tend to prefer humans instead of artificial intelligence, we propose to study the gap in the relationship between customers and service providers, by analyzing how consumers react after a service failure when the service provider is an AI or a human agent. This study (N=248) demonstrates that people perceive human (vs. AI) agents as more empathetic. In addition, when the failure occurs with a premium service, consumers are more satisfied and prefer a human (vs. AI) agent while with a basic service, people choose the AI agent. Nevertheless, the tendency is for non-human agents start to execute some tasks to accelerate and reduce costs of the whole process of the service industries and others. However, human agents show better results in the service premium category while those effects don’t show relevance in a basic service context. These findings suggest that it is critical for people to trust Artificial Intelligence mainly when the investment in the service is high, due to the cost-effectiveness of the service. Furthermore, the empathy between customer and employee is still a key factor for consumers to choose any kind of service, thus the preference for humans.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Service failure Artificial Intelligence Customer satisfaction Customer engagement Word of mouth Services Service provider Empathy