Aging and the preference for the human touch

Abstract

Purpose

This paper aims to investigate the effect of chronological age on the likelihood to choose a service provider with technological machines versus humans in the context of services.

Design/methodology/approach

Two experimental studies were used to collect data. In both experiments, scripts were devised to depict a food ordering situation. The studies, each of which represents two between-subject conditions, were presented to a total of 312 participants.

Findings

The results of studies show that as age increases, consumers show a higher visit likelihood with human servers as compared to self-ordering machines. This effect emerges because as age increases, people find it more comfortable and convenient to order from human servers. Nevertheless, when a self-ordering machine is the only option, older and younger people find it equally comfortable and convenient.

Research limitations/implications

This research indicates that as age increases, consumers tend to choose human servers. However, age does not impact willingness to use technology when human service is not available. A limitation of our research is that we look at food ordering contexts only. Another limitation is that most participants were between 18 and 60 years of age.

Practical implications

With a better understanding of the effect of age on preference for service types and the reason behind it, this research helps implement and manage service technologies that may elicit favorable judgments and decisions from consumers.

Originality/value

It demonstrates how, when and why age affects the intention to visit service providers that adopt self-service technologies. This research suggests that as age increases, consumers like human service better, but they do not resist self-service technology.

Citation

Wu, R., Liu, M. and Kardes, F. (2021), "Aging and the preference for the human touch", Journal of Services Marketing, Vol. 35 No. 1, pp. 29-40. https://doi.org/10.1108/JSM-09-2019-0366