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Does Smart Service Recovery Harm Customer Orientation
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Orientador(es)
Resumo(s)
Companies are increasingly integrating artificial intelligence during service recovery. However, little is known about AI’s potential harm on perceived customer orientation. Drawing upon the Feeling Economy Theory, we propose that the use of artificial agents in service recovery harms perceived customer orientation, because of AI agents’ lack of perceived empathy. Through three experimental studies, we show that consumers perceive service providers as less customer-oriented when artificial agents (vs. humans) are used in service recovery. We show that perceived empathy works as an underlying mechanism for these effects. Further, the type of task (feeling vs. thinking) works as a boundary condition for these effects. That is, consistent with an empathetic perspective on human (vs. artificial) agents, customer orientation is only harmed when the agent performs a feeling (vs. thinking) task. Finally, we further show that this effect is more pronounced for premium services.
Descrição
Carrilho, M. G., Wagner, R. L., Pinto, D. C., González, H., & Akdim, K. (2024). Does Smart Service Recovery Harm Customer Orientation: A Feeling Economy Perspective [abstract]. In Proceedings of the European Marketing Academy Article 119606 European Marketing Academy (EMAC). https://proceedings.emac-online.org/pdfs/A2024-119606.pdf --- This work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the projects UIDB/04152/2020 and 2023.03729.BD, Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.
Palavras-chave
SDG 8 - Decent Work and Economic Growth
Contexto Educativo
Citação
Editora
European Marketing Academy (EMAC)