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Advances in autonomous technology have transformed customer experience. Most prior research has investigated the effect of augmented reality (AR) on purchase intention, yet few research has discussed the effect of semiautonomous AR in the context of service use. Semiautonomous AR recognizes content in the present reality, inserts and adjusts virtual content, supervises the users and enables them to feel in control of the virtual content overlaid in observed reality resulting in enriched user experience and thereby augmentation experience. This research demonstrates how perceived control of virtual content leads to higher perceived augmentation experiences among semiautonomous AR users than among non-AR users. In addition, this research examines the mediation effects of enriched user experience and perceived augmentation experience on user satisfaction and users’ willingness to continue using AR. Results also indicate that AR users perceive a higher augmentation experience than non-AR users. However, users’ willingness to continue using AR is not significantly different between AR and non-AR users.

This study derives six hypotheses and uses a preliminary study, a field study and a lab study to evaluate the hypotheses. A field study was conducted in a car dealership to test the hypotheses, and a lab experiment was conducted in a controlled setting to corroborate the results obtained in the field study and test the underlying causal effects.

Semiautonomous AR can constantly sense, plan and not necessarily always act over the virtual content to sustain the interaction with its users. Perceived control of virtual content enhances perceived augmentation experience, and its effect of perceived control of virtual content on perceived augmentation experience is higher among semiautonomous AR users than among non-AR users. Perceived control of virtual content is a key to enriched user experience, augmentation experience and thereby users’ attitude and behavior. In addition, results showed that enriched user experience mediates the effect of perceived control of virtual content on perceived augmentation. User satisfaction mediates the effect of perceived augmentation experience on users’ willingness to continue using AR. The theoretical and practical contributions are comprehensively discussed.

Some limitations of the studies are ascertained. First, a larger sample size might be required to achieve generalizability and a strong test of the applied theory. Second, new field studies can reflect customers’ real attitudes and behaviors so as to reveal realistic interactions between the device properties and the human will in solving actual problems. The user is interested in participating in the solution within the sensing-planning-acting process as depicted by this research. Third, new research to test AR’s capabilities in bounded and symbiotic conditions can illustrate the level of autonomy each type requires, providing additional insights into why supervised AR autonomy best reflects semiautonomous AR. The pioneering structural model offered in this study (perceived control of virtual content-perceived augmentation experience-users’ satisfaction-users’ willingness to continue using AR) should be tested with new samples in other industries, aside from including other variables that may enrich the model and increase its explanatory power. In addition, future research might use other AR devices such as smart glasses to explore the effects of AR on perceived control of virtual content, enriched user experience and perceived augmentation experience. Future studies can investigate the effect of auditory and visual augmentation on enriched user experience and perceived augmentation experience, and involve features of artificial intelligence (AI) to assist users in decision-making. Regarding context, this research showed that age and gender differences did not affect the results. Nonetheless, age and gender, and perhaps additional demographic characteristics, may concern future studies.

Some recommendations for technology developers are derived from this research. AR is revolutionizing service experience. As technologies are becoming autonomous, developers seek ways to design experiences to enhance consumers’ sense of control over their interaction with such systems. Companies cannot create customer experience (Becker and Jaakkola, 2020), yet they can leverage the level of autonomy in AR to sustain ongoing interaction with customers. It is vital to design an autonomous AR that focuses on users’ needs, desires and well-being (de Bellis and Johar, 2020) that drive novel experiences (Novak and Hoffman, 2019). This study recommends AR developers design autonomous features in AR that enable customers to interact with the virtual contents generated by AR and extend their own capabilities to perform a task and feel expanded. While designing a fully autonomous system may hinder users to feel in control of their choice (Schmitt, 2019), service companies can develop an AR system that sustains an interaction, involves the user in value co-creation and guides the user (Alimamy and Gnoth, 2022). AR can sustain an interaction with the users by continuously scanning the objects in the reality and providing sensory feedback such as product size recommendations (e.g. eyeglasses) that facilitate customers’ information processing (Poushneh, 2021b; Heller et al., 2019). To achieve this, developers may focus on technology qualities such as “image recognition,” a subset of AI. With image recognition, AR can effectively provide instruction as if the customer is in a real setting. The proper incorporation of image recognition in the design of AR while enabling users to interact with 3D virtual images sustains their interaction with AR and makes them feel in control of their interaction with AR. Service companies need to ensure users feel in control of their interaction and expand their capacities to engage in the service experience with AR to accomplish their desired tasks. AR’s capacities enable users to expand their abilities to fix their basic service problems without referring to or speaking to a service provider agent in a service context. Therefore, instead of taking their car back to the dealership, customers can use AR mobile applications or glasses provided by car manufacturers to learn and fix basic vehicle problems.

This research advances the marketing literature on how users feel in control of virtual content when they interact with a semiautonomous AR that subsequently influences enriched user experience, perceived augmentation experience, attitudes and behavior.

To promote the cultural communication and art appreciation of Inscriptions and calligraphy which are important cultural heritages in China, with a broad crowd base and educational appreciation value, by using digital humanities methods and technologies, the paper aims to discuss how to develop a new user-oriented knowledge base according to user needs for inscription rubbings research and appreciation.

The paper investigates user needs and current problems on the basis of status quo and summation of extensive service experience; validates the rationality of requirements and user scenarios with user research methods including focus groups, interviews and behavior observations; then designs and develops the technical solution of data process, knowledge base construction and service platform through experimental research methods based on agile project management.

The paper proposes a new reading mode for browsing and appreciation inscription rubbing works, a diverse knowledge-integrated knowledge organizational structure, a systematic user experience and service guiding framework which can be widely applicable to the development of other cultural heritage knowledge bases. Apart from that, the paper puts forward intelligent service development goals for the future.

The paper proposes a new reading mode with the overall functions and user experience design and development for browsing and appreciation inscription rubbing works, a diverse knowledge-integrated knowledge organizational structure, a systematic user experience and service guiding framework which can be widely applicable to the development of other cultural heritage knowledge bases. Apart from that, the paper puts forward intelligent service development goals for the future.

This study builds on a conceptual model by integrating AI features – Perceived intelligence (PIN) and anthropomorphism (PAN) – while extending expectation confirmation theory (ECT) factors – interaction quality (IQU), confirmation (CON), and customer experience (CSE) – to evaluate the continued intention to use (CIU) of AI-enabled digital banking services.

Data were collected through an online questionnaire administered to 390 digital banking customers in India. The data were further analysed, and the presented hypotheses were evaluated using partial least squares structural equation modelling (PLS-SEM).

The research indicates that perceived intelligence and anthropomorphism predict interaction quality. Interaction quality significantly impacts expectation confirmation, consumer experience, and the continuous intention to use digital banking services powered by AI technology. AI design will become a fundamental factor; thus, all interactions should be user-friendly, efficient, and reliable, and the successful implementation of AI in digital banking will largely depend on AI features.

This study is the first to demonstrate the effectiveness of an AI-ECT model for AI-enabled Indian digital banks. The user continuance intention to use digital banking in the context of AI has not yet been studied. These findings further enrich the literature on AI, digital banking, and information systems by focusing on the AI's Intelligence and Anthropomorphism variables in digital banks.

Technological advancement has forced academic libraries to change their traditional services and routines by adopting emerging technologies to respond to the changing information needs of their users who are now more technologically inclined and prefer to access information remotely and in a timely manner. Smart technologies are the recent trends in academic libraries. This research aims to investigate the level of smart information service implementation at academic libraries in Jordan. It also aimed to investigate the correlation between the level of smart information services offered by the libraries and the level of digital competencies among the library staff.

This research is designed using survey design to collect comprehensive information from the study participants. A questionnaire was disseminated to 340 respondents, and 246 questionnaires were returned and were suitable for analysis with a response rate of 72.4%.

The results indicated a moderate level of smart information service offered by academic libraries, as well as a moderate level of digital skills associated with the advocacy of smart information services. The results also indicated a strong and positive relationship between the level of smart information services at the investigated libraries and the level of digital competencies among the librarians.

The findings will help other academic libraries understand how to respond to the emergent change in users’ information-seeking behavior by understanding their available human resources competencies and the requirement to undergo this emergent change.

This paper provides insights and practical solutions for academic libraries in response to global information trends based on users’ behaviors. This research was conducted in Jordan as one of the developing countries and hence it provides insights of the situation there. It will help academic libraries in Jordan and the region to handle and cope with the challenges associated with technology acceptance based on its staff level of digital competencies. The contribution of this research that it was done in a developing country where progress in the filed can be considered slow because of many factors, mainly economics, where institutions focus on essential library objectives, which are information resources development and databases subscriptions.

This paper aims to deepen the understanding of the service design concept by critically analyzing the existing servitization literature. The paper’s main purpose is to structure service design and offer a clear understanding of how it should be applied.

A systematic literature review was conducted within servitization literature to understand the evolution of the service design concept. The authors use service design pillars (i.e. user-centered, co-creative, sequencing, evidencing and holistic) as a theoretical framework to explain how service design should be effectively incorporated into the servitization journey.

The findings expose a discordant interpretation of the pillars underpinning service design, revealing a paradoxical comprehension that jeopardizes its practical advancement within the servitization literature. The authors propose that service design should first be seen holistically, then target user-centered practices for sequencing service development steps, and finally, co-creating with partners to make the service evident to users. Furthermore, the authors contextualize service design within contemporary and traditional service-related issues such as servitization innovation, customer experience, service-dominant logic, service ecosystems and digital transformation.

This research pinpoints the service design concept’s shortcomings in the servitization literature. The study promotes a critical reflection on the service design concept and its current application, providing avenues for future research.

This study aims to investigate the experiences of frontline managers supervising and developing staff to support autistic adults living in two types of residential housing in the community.

A qualitative approach used semi-structured interviews with 14 frontline managers. Audio-taped material was transcribed and analysed using thematic analysis.

Two main themes emerged. Theme 1 “autism in practice” illustrates commonalities observed to affect autistic adults with learning disabilities receiving staff support; whilst one sub-theme illustrated the diversity in how these commonalities may be experienced and expressed, another focused on participants’ experiences of staff concerns regarding behaviours described as challenging. Theme two, “what’s important in autism-informed support” reflected participants’ perceptions of the features of successful person-centred staff support for autistic service users.

The “rich” experiences of these managers may not be readily generalised.

Features of good staff support for autistic adults who may show behaviours of concern included attending to individuals’ specific communication and sensory needs and for predictability within their environments. Developing staff skills and confidence to implement skilled approaches in the context of often high risk behaviour of concern took time and frontline managers “on site” to observe, coach, mentor and demonstrate good practice. More intellectually (verbally) able service-users were perceived as more “difficult” to support.

Staff supporting autistic adults in ordinary housing need frontline managers to act as practice leaders rather than administrators.

This study is the first to report, to the best of the authors’ knowledge, on management for staff supporting autistic adults living in community housing.

The purpose of this paper is to examine the mediating role of e-trust and e-satisfaction in the relationship between e-service quality and e-loyalty in the context of e-government services.

The data were collected via an online questionnaire of Jordanian citizens. The structural equation model based on partial least squares was used to test hypotheses.

The findings showed that e-service quality has a positive and significant effect on e-loyalty. E-service quality has a positive and significant effect on both e-trust and e-satisfaction. E-trust and e-satisfaction have a positive and significant effect on e-loyalty. E-trust has a positive effect on e-satisfaction. Finally, regarding the mediating effect of e-trust and e-satisfaction, e-trust and e-satisfaction partially mediate the relationship between e-service quality and e-loyalty in the context of e-government services, and hence all hypotheses were accepted.

The results of this research aid governmental policymakers in implementing information and communication technology strategies that streamline citizens’ transactions and promote their active engagement in e-government initiatives. Additionally, the government has suggested improving awareness campaigns and providing training for employees to enhance the quality of e-services provided to citizens.

This discursive paper considers the use of restrictive practices in mental health inpatient settings and how these are often prioritised over relational approaches, especially where the diagnostic label of personality disorder intersects with risk.

Key concepts from Orwell’s 1984 are studied for their pertinence to mental health inpatient settings, supporting our argument that restrictive practices arise from dichotomous thinking and externalised fears.

Drawing upon Orwellian themes of power, social control and digital surveillance from 1984, the authors highlight the role of fear in perpetuating restrictive practices under a guise of benevolent care in mental health inpatient settings, especially for those who are diagnosed with a personality disorder. A lack of preparedness to work with complexity in such environments, coupled with a deficit in self-reflexivity and critical thinking, can exacerbate challenges.

To transcend damaging dichotomies and reduce restrictive practices in inpatient settings, the authors make the argument for the adequate preparation and education of the mental health nurse and authentic, collaborative, user-involved care.

The authors use Orwell’s novel to support a critical discourse around those damaging dichotomies and inherent contradictions that contribute to restrictive practice in contemporary mental health settings and to question whose interests’ these restrictive practices serve.

This paper aims to explore factors impacting citizen intention toward artificial intelligence (AI) adoption, considering government regulation as a moderating variable. It focuses on the Palestinian Cellular Communications Sector in Gaza Strip, providing insights into the citizen-AI relationship dynamics. The research contributes to enhancing comprehension of AI technology from clients’ perspective.

To test the hypotheses, a questionnaire was used in an empirical study to collect primary data. In total, 347 Palestinian citizens responded to the survey.

The findings of this paper reveal that perceived usefulness, perceived ease of use, perceived risks, social influence, user experience and privacy and security concerns significantly influence citizen intention toward AI adoption. Furthermore, government regulations as a moderating variable strengthen the impact of perceived usefulness, perceived ease of use, perceived risks, social influence, user experience and privacy and security concerns on citizen intention toward AI acceptance and adoption. Thus, further research should explore specific domains and cultural contexts to gain a more comprehensive understanding of the factors shaping acceptance and adoption.

The findings of the study should be understood in the context of their limitations. First, the study ignored cultural or domain-specific subtleties in favor of generic characteristics, which calls for more research in these particular circumstances. Second, relying on self-reported data might result in biases and limitations due to subjectivity in reporting, indicating the necessity for alternate data gathering methods and approaches in future research.

Policymakers, developers and organizations working to promote the acceptability and implementation of AI applications should consider the practical implications of this study’s results. To secure the long-term use of AI technologies in a responsible and user-centric way, policymakers should give priority to public education and awareness, user-centered design and ethical AI development techniques. They should also stimulate partnerships and create monitoring systems.

This paper investigates the originality of factors that influence citizen intention toward AI acceptance and adoption. It uniquely examines the moderating role of government regulations in shaping this intention. By addressing this novel aspect, the paper contributes to advancing our understanding of the complex dynamics surrounding citizen intentions toward AI applications.

Future service interactions are anticipated to use humanoid robots in a society that is shifting to a digitalized era. Currently, it is evident that many businesses are replacing service interactions with self-service technologies (SSTs). This movement creates substantial societal changes that researchers have not paid sufficient attention to comprehend. In this setting, the purpose of this study is to examine the social drivers that influence customer mobility toward co-creating value via SSTs. The study also seeks to discover variations in customers' willingness and capacity to adopt SSTs.

To fulfill the research aims, a qualitative technique was adopted, with semistructured interviews conducted with 25 SST users from varied demographic backgrounds. To recruit individuals for the study, a nonprobabilistic purposeful sampling technique was adopted, with the goal of employing information-rich instances. The data were analyzed using thematic analysis.

The study identified eight social drivers that are important in the customer transition toward co-creating value with SSTs. According to the study, SSTs are characterized as a social trend in which adoption is accepted (social norm) and modifies social connections in a new direction. Using SSTs has evolved into a socializing tool that gives people social acknowledgment. Some people see SSTs as social pressure, putting them at a disadvantage if they do not adopt. People, on the other hand, acquire sufficient social support and independence to use SSTs. Customers were categorized into four groups depending on their willingness and ability to embrace SSTs: trendsetters, dreamers, old-fashioned and stragglers.

In practice, service providers can use this knowledge to successfully promote their SSTs and create enhanced client experiences through technological interfaces.

The study adds new knowledge by identifying social determinants in customer shifts toward SSTs, a phenomenon that has not been studied previously, and it adds to marketing theory by proposing a typology to group customers based on their ability and willingness to embrace SSTs.