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Article
Publication date: 4 September 2023

Amani Alabed, Ana Javornik, Diana Gregory-Smith and Rebecca Casey

This paper aims to study the role of self-concept in consumer relationships with anthropomorphised conversational artificially intelligent (AI) agents. First, the authors…

1398

Abstract

Purpose

This paper aims to study the role of self-concept in consumer relationships with anthropomorphised conversational artificially intelligent (AI) agents. First, the authors investigate how the self-congruence between consumer self-concept and AI and the integration of the conversational AI agent into consumer self-concept might influence such relationships. Second, the authors examine whether these links with self-concept have implications for mental well-being.

Design/methodology/approach

This study conducted in-depth interviews with 20 consumers who regularly use popular conversational AI agents for functional or emotional tasks. Based on a thematic analysis and an ideal-type analysis, this study derived a taxonomy of consumer–AI relationships, with self-congruence and self–AI integration as the two axes.

Findings

The findings unveil four different relationships that consumers forge with their conversational AI agents, which differ in self-congruence and self–AI integration. Both dimensions are prominent in replacement and committed relationships, where consumers rely on conversational AI agents for companionship and emotional tasks such as personal growth or as a means for overcoming past traumas. These two relationships carry well-being risks in terms of changing expectations that consumers seek to fulfil in human-to-human relationships. Conversely, in the functional relationship, the conversational AI agents are viewed as an important part of one’s professional performance; however, consumers maintain a low sense of self-congruence and distinguish themselves from the agent, also because of the fear of losing their sense of uniqueness and autonomy. Consumers in aspiring relationships rely on their agents for companionship to remedy social exclusion and loneliness, but feel this is prevented because of the agents’ technical limitations.

Research limitations/implications

Although this study provides insights into the dynamics of consumer relationships with conversational AI agents, it comes with limitations. The sample of this study included users of conversational AI agents such as Siri, Google Assistant and Replika. However, future studies should also investigate other agents, such as ChatGPT. Moreover, the self-related processes studied here could be compared across public and private contexts. There is also a need to examine such complex relationships with longitudinal studies. Moreover, future research should explore how consumers’ self-concept could be negatively affected if the support provided by AI is withdrawn. Finally, this study reveals that in some cases, consumers are changing their expectations related to human-to-human relationships based on their interactions with conversational AI agents.

Practical implications

This study enables practitioners to identify specific anthropomorphic cues that can support the development of different types of consumer–AI relationships and to consider their consequences across a range of well-being aspects.

Originality/value

This research equips marketing scholars with a novel understanding of the role of self-concept in the relationships that consumers forge with popular conversational AI agents and the associated well-being implications.

Details

European Journal of Marketing, vol. 58 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 8 January 2019

Arne De Keyser, Sarah Köcher, Linda Alkire (née Nasr), Cédric Verbeeck and Jay Kandampully

Smart technologies and connected objects are rapidly changing the organizational frontline. Yet, our understanding of how these technologies infuse service encounters remains…

9206

Abstract

Purpose

Smart technologies and connected objects are rapidly changing the organizational frontline. Yet, our understanding of how these technologies infuse service encounters remains limited. Therefore, the purpose of this paper is to update existing classifications of Frontline Service Technology (FST) infusion. Moreover, the authors discuss three promising smart and connected technologies – conversational agents, extended reality (XR) and blockchain technology – and their respective implications for customers, frontline employees and service organizations.

Design/methodology/approach

This paper uses a conceptual approach integrating existing work on FST infusion with artificial intelligence, robotics, XR and blockchain literature, while also building on insights gathered through expert interviews and focus group conversations with members of two service research centers.

Findings

The authors define FST and propose a set of FST infusion archetypes at the organizational frontline. Additionally, the authors develop future research directions focused on understanding how conversational agents, XR and blockchain technology will impact service.

Originality/value

This paper updates and extends existing classifications of FST, while paving the road for further work on FST infusion.

Details

Journal of Service Management, vol. 30 no. 1
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 16 October 2023

Jan Hendrik Blümel, Mohamed Zaki and Thomas Bohné

Customer service conversations are becoming increasingly digital and automated, leaving service encounters impersonal. The purpose of this paper is to identify how customer…

1157

Abstract

Purpose

Customer service conversations are becoming increasingly digital and automated, leaving service encounters impersonal. The purpose of this paper is to identify how customer service agents and conversational artificial intelligence (AI) applications can provide a personal touch and improve the customer experience in customer service. The authors offer a conceptual framework delineating how text-based customer service communication should be designed to increase relational personalization.

Design/methodology/approach

This paper presents a systematic literature review on conversation styles of conversational AI and integrates the extant research to inform the development of the proposed conceptual framework. Using social information processing theory as a theoretical lens, the authors extend the concept of relational personalization for text-based customer service communication.

Findings

The conceptual framework identifies conversation styles, whose degree of expression needs to be personalized to provide a personal touch and improve the customer experience in service. The personalization of these conversation styles depends on available psychological and individual customer knowledge, contextual factors such as the interaction and service type, as well as the freedom of communication the conversational AI or customer service agent has.

Originality/value

The article is the first to conduct a systematic literature review on conversation styles of conversational AI in customer service and to conceptualize critical elements of text-based customer service communication required to provide a personal touch with conversational AI. Furthermore, the authors provide managerial implications to advance customer service conversations with three types of conversational AI applications used in collaboration with customer service agents, namely conversational analytics, conversational coaching and chatbots.

Details

Journal of Service Theory and Practice, vol. 34 no. 1
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 17 August 2021

Sut Ieng Lei, Haili Shen and Shun Ye

Chatbot users’ communication experience with disembodied conversational agents was compared with instant messaging (IM) users’ communication experience with human conversational…

4660

Abstract

Purpose

Chatbot users’ communication experience with disembodied conversational agents was compared with instant messaging (IM) users’ communication experience with human conversational agents. The purpose of this paper is to identify what affects users’ intention to reuse and whether they perceive any difference between the two.

Design/methodology/approach

A conceptual model was developed based on computer-mediated communication (CMC) and interpersonal communication theories. Data were collected online from four different continents (North America, Europe, Asia and Australia). Partial least squares structural equation modeling was applied to examine the research model.

Findings

The findings mainly reveal that media richness and social presence positively influence trust and reuse intention through task attraction and social attraction; IM users reported significantly higher scores in terms of communication experience, perceived attractiveness of the conversational agent, and trust than chatbot users; users’ trust in the conversational agents is mainly determined by perceived task attraction.

Research limitations/implications

Customers’ evaluation of the communication environment is positively related to their perceived competence of the conversational agent which ultimately affect their intention to reuse chatbot/IM. The findings reveal determinants of chatbot/IM adoption which have rarely been mentioned by previous work.

Practical implications

Practitioners should note that consumers in general still prefer to interact with human conversational agents. Practitioners should contemplate how to combine chatbot and human resources effectively to deliver the best customer service.

Originality/value

This study goes beyond the Computer as Social Actor paradigm and Technology Acceptance Model to understand chatbot and IM adoption. It is among one of the first studies that compare chatbot and IM use experience in the tourism and hospitality literature.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 11
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 21 January 2021

Jengchung Victor Chen, Huyen Thi Le and Sinh Thi Thu Tran

To provide better services to customers, especially immediate responses and 24/7 availability, businesses are implementing text-based automated conversational agents, i.e…

2187

Abstract

Purpose

To provide better services to customers, especially immediate responses and 24/7 availability, businesses are implementing text-based automated conversational agents, i.e. chatbots on their social platforms and websites. Chatbots are required to not only provide customers with necessary consultancy and guidance but also communicate friendly and socially. Based on the cognitive fit theory, this study attempts to examine the role of chatbot as a decision aid and how the match between information presentation in forms of decisional guidance and communication style and the shopping task influences consumers' perceived cognitive fit and decision performance outcomes.

Design/methodology/approach

A 2 x 2 x 2 between subject online experiment was conducted to identify which kind of decisional guidance (suggestive and informative guidance) and communication style (task-oriented vs social-oriented style) are the most appropriate for each type of shopping task (searching vs browsing task).

Findings

The findings show that when customers interact with chatbots, they will perceive higher cognitive fit if the chatbots provide them with suggestive guidance and communicate in a friendly style especially when they perform a searching task.

Originality/value

This study is the first attempt to understand the role of chatbots as a decision aid to customers using the communicative language. This study also tries to explore the cognitive fit theory in a novel way, and we propose the information presentation in forms of communicative language rather than matrices, tables and graphs.

Details

Internet Research, vol. 31 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 17 March 2022

Sihem Ben Saad and Fatma Choura

The rapid progress of information and communication technologies enables business creators to access a wide variety of tools. These tools facilitate electronic exchanges and…

Abstract

Purpose

The rapid progress of information and communication technologies enables business creators to access a wide variety of tools. These tools facilitate electronic exchanges and interactions with customers and companies. The purpose of this study is to test and compare the effectiveness of two virtual reality technologies, the avatar and anthropomorphic virtual agents, on consumers’ psychological states and perceived realism.

Design/methodology/approach

An experimental survey was conducted to measure the potential superiority of the anthropomorphic virtual agent over the avatar and to identify the determining characteristics of the anthropomorphic virtual agent’s effectiveness. An experimental website was designed for the purpose of the study. A total of 1,262 internet users participated in the experiment.

Findings

Results confirm the superiority of the anthropomorphic virtual agent over the avatar in affecting consumers’ flow state, telepresence experience and perceived realism. These findings can be explained by the humanized characteristics of this type of agent (i.e. verbal and nonverbal language).

Originality/value

The originality of this research lies in the study of different forms of social interactivity. This latter has been little studied and essentially treated with a dichotomous perspective (presence/absence of a virtual agent). New trends in digital marketing challenge entrepreneurs to be proactive and to anticipate customers’ behavior on their online stores. That is why, virtual reality technologies, namely, anthropomorphic agents, can be considered as a relevant tool to engage in efficient inbound marketing strategies. Today, the development of intelligent technologies encourages entrepreneurs operating online to design more interactive, realistic and humanized virtual merchant environments that are more adapted to the realities of the new consumption trends and environment.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 24 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 8 July 2022

Shubhangi Agarwal, Bhawna Agarwal and Ruchika Gupta

This paper attempts to provide significant information on the increased growth of literature of chatbots and virtual assistants. Technological changes are dynamic and keep…

1603

Abstract

Purpose

This paper attempts to provide significant information on the increased growth of literature of chatbots and virtual assistants. Technological changes are dynamic and keep changing at regular intervals. Therefore, it becomes highly crucial to review the performance of chatbots and virtual assistants. This paper aims to review the literature by eminent researchers in the form of authors, keywords and major contributing organizations.

Design/methodology/approach

Systematic literature review and bibliometric analysis is used to analyze the growth of literature on chatbots. A sum of articles has been extracted from Scopus database with selected keywords and with certain filters. VOSviewer software is used for analysis of data. A total of 130 documents are extracted from Scopus database from 2017 to 2021 (31st August).

Findings

This study provides a significant contribution to an existing literature and provides the understanding of research in the area of chatbots and virtual assistants. The authors with maximum number of citations are Yan, Zaho, Bengio, Weizenbaum, Song, Zhou and Maedche with jointly 180 citations. Research is been contributed by different countries where the United States is the country with highest number of documents published. The United States contributes 17% of the total production in the area of chatbots and virtual assistants. The analysis shows that the area is gaining momentum as contribution in this area is been increasing in last few years.

Research limitations/implications

The study shows that several branches of chatbots are also in mainstream like natural language processing, e-learning, behavioural research, conversational agents, virtual assistants, human–computer interaction, natural language and so on. It provides a wider scope to authors and researchers to gain useful insights. The bibliometric study will provide a broader spectrum in this area.

Social implications

The developments in technology and also the effect of COVID-19 pandemic is boosting the adoption of technology in different sectors. Deployment of technology will uplift the economy and social infrastructure. Society can avail different services from their comfort area and also in real time. This will help in reducing wastage of resources like people visiting offices for routine jobs which can be easily availed from their workplace. Society may access better services without much human interaction.

Originality/value

This paper adds significant contribution to the existing literature by analysing the published papers from Scopus database. The study contains new and significant information as this study covers all industries where chatbots and virtual assistants are being applied whereas in previous literature only specific industry has been taken into consideration.

Details

Library Hi Tech, vol. 40 no. 4
Type: Research Article
ISSN: 0737-8831

Keywords

Article
Publication date: 25 February 2020

Isabella Seeber, Lena Waizenegger, Stefan Seidel, Stefan Morana, Izak Benbasat and Paul Benjamin Lowry

This article reports the results from a panel discussion held at the 2019 European Conference on Information Systems (ECIS) on the use of technology-based autonomous agents in…

2210

Abstract

Purpose

This article reports the results from a panel discussion held at the 2019 European Conference on Information Systems (ECIS) on the use of technology-based autonomous agents in collaborative work.

Design/methodology/approach

The panelists (Drs Izak Benbasat, Paul Benjamin Lowry, Stefan Morana, and Stefan Seidel) presented ideas related to affective and cognitive implications of using autonomous technology-based agents in terms of (1) emotional connection with these agents, (2) decision-making, and (3) knowledge and learning in settings with autonomous agents. These ideas provided the basis for a moderated panel discussion (the moderators were Drs Isabella Seeber and Lena Waizenegger), during which the initial position statements were elaborated on and additional issues were raised.

Findings

Through the discussion, a set of additional issues were identified. These issues related to (1) the design of autonomous technology-based agents in terms of human–machine workplace configurations, as well as transparency and explainability, and (2) the unintended consequences of using autonomous technology-based agents in terms of de-evolution of social interaction, prioritization of machine teammates, psychological health, and biased algorithms.

Originality/value

Key issues related to the affective and cognitive implications of using autonomous technology-based agents, design issues, and unintended consequences highlight key contemporary research challenges that allow researchers in this area to leverage compelling questions that can guide further research in this field.

Article
Publication date: 12 February 2024

Nisha Pradeepa S.P., Asokk D., Prasanna S. and Ansari Sarwar Alam

The concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding…

Abstract

Purpose

The concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding e-satisfaction and, consequently, fostering patronage intention. Among these, text-based chatbots are significant innovations. In light of this, the paper aims to develop a conceptual framework and comprehend the patronage behaviour of artificial intelligence-enabled chatbot users by using chatbot usability cues and to determine whether the social presence and flow theories impact e-satisfaction, which leads to users’ patronage intention. The current research provides insights into online travel agencies (OTAs), a crucial segment within the travel and tourism sector. Given the significance of building a loyal clientele and cultivating patronage in this industry, these insights are of paramount importance for achieving sustained profitability and growth.

Design/methodology/approach

The research framework primarily focused on the factors that precede e-satisfaction and patronage intention among chatbot users, which include social presence, flow, perceived anthropomorphism and need for human interaction. The researchers collected the data by surveying 397 OTA chatbot users by using an online questionnaire. The data of this cross-sectional study were analysed using covariance-based structural equation modelling.

Findings

Findings reveal that e-satisfaction is positively linked with patronage intention and the variables of social presence and flow impact e-satisfaction along with chatbot usability cues. There were direct and indirect relations between chatbot usability and e-satisfaction. Moreover, the personal attributes, “need for human interaction” and, “perceived anthropomorphism” were found to moderate relations between chatbot usability cues, social presence and flow.

Originality/value

The impact of chatbot’s usability cues/attributes on e-satisfaction, along with perceived attributes – social presence and flow in the realm of OTAs contributes to the human–chatbot interaction literature. Moreover, the interacting effects of perceived anthropomorphism and the need for human interaction are unique in the current contextual relations.

Details

Journal of Systems and Information Technology, vol. 26 no. 1
Type: Research Article
ISSN: 1328-7265

Keywords

Article
Publication date: 27 September 2021

Blanca Hernández-Ortega, Joaquin Aldas-Manzano and Ivani Ferreira

This study aims to examine users’ affective relationships with smart voice assistants (SVAs) and aims to analyze how these relationships explain user engagement behaviors toward…

1119

Abstract

Purpose

This study aims to examine users’ affective relationships with smart voice assistants (SVAs) and aims to analyze how these relationships explain user engagement behaviors toward the brands of SVAs. Drawing on relational cohesion theory, it proposes that cohesion between users and SVAs influences brand engagement behaviors, that is, continuing purchasing other products of the brand, providing knowledge to the brand and referring the brand.

Design/methodology/approach

Data from a survey of 717 US regular SVA users confirm the validity of the measurement scales and provide the input for the covariance-based structural equation modeling.

Findings

The results demonstrate that frequent user-SVA interactions evoke positive emotions, which encourage cohesive relationships. Pleasured-satisfaction and interest emerge as strong emotions. Moreover, relational cohesion between users and SVAs promotes engagement with the brand of the assistant.

Originality/value

This paper applies an interpersonal approach in a context that, to date, has been examined from a predominantly technological perspective. It shows that users develop positive emotions toward smart technologies through their interactions, and establishes the importance of building affective relationships. To the best of the authors’ knowledge, this is the first study to analyze cohesion between users and smart technologies and to examine the effect of this cohesion on user engagement with the brand.

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