Organizational frontlines in the digital age: The Consumer–Autonomous Technology–Worker (CAW) framework

Doorn, Jenny van; Smailhodžić, Edin; Puntoni, Stefano; Li, Jia; Schumann, Jan H.; Holthöwer, Jana

doi:10.1016/j.jbusres.2023.114000

Cited by 22 publications

(16 citation statements)

References 66 publications

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“…As such, we show that the attribution of failure and the extent to which people would blame themselves can be influenced by how the technology is framed. These findings are also in line with recent research that acknowledges the evolution of technologies as social entities (Van Doorn et al, 2017). Overall, the paper shows how negative consequences of service failure can be mitigated using linguistic framing.…”

Section: Theoretical Contributionssupporting

confidence: 89%

“…However, it is quite plausible that in the future automation and humans will collaborate to support one another in case of failure or to exploit the strengths of both human workers and technology at the same time. For example, front-line employees can be used alongside SSTs to add warmth and empathy to the interaction, while technology can free employees’ valuable time by taking over repetitive, time-consuming tasks (van Doorn et al , 2023). Future studies could investigate how the interactions between humans and robots influence the customers’ experience.…”

Section: Discussionmentioning

confidence: 99%

“…The recognition of agency to the technology allows for the creation of such social bond. Indeed, non-human agents that are attributed mind and agency are perceived as social entities (Van Doorn et al, 2017). As a result, they are considered as having a higher ability to learn from their mistakes and improve in the future and, therefore, are seen as worthier of forgiveness than non-humanoid agents in case of failure (Arikan et al, 2023).…”

Section: 2mentioning

confidence: 99%

“…We propose that the extent to which consumers respond to agency and, therefore, to different types of linguistic frames, depends on the service outcome (failure vs success). We combine attribution theory (Weiner, 1985;Harris et al, 2006) and the current literature showing that machines that have been attributed agency are perceived as social entities (Van Doorn et al, 2017;Yam et al, 2021b), to argue that consumers are more likely to forgive a machine framed as "robot" rather than one framed as an "automatic machine. "…”

Section: Introductionmentioning

confidence: 99%

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Call it robot: anthropomorphic framing and failure of self-service technologies

Barone,

Stagno,

Donato

2023

JSM

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Purpose The purpose of this paper is to test the effect that anthropomorphic framing (i.e. robot vs automatic machine) has on consumers’ responses in case of service failure. Specifically, the authors hypothesize that consumers hold an unconscious association between the word “robot” and agency and that the higher agency attributed to self-service machines framed as robots (vs automatic machines) leads, in turn, to a more positive service evaluation in case of service failure. Design/methodology/approach The authors have conducted four experimental studies to test the framework presented in this paper. In Studies 1a and 1b, the authors used an Implicit Association Test to test for the unconscious association held by consumers about robots as being intelligent machines (i.e. agency). In Studies 2 and 3, the authors tested the effect that framing technology as robots (vs automatic machines) has on consumers’ responses to service failure using two online experiments across different consumption contexts (hotel, restaurant) and using different dependent variables (service evaluation, satisfaction and word-of-mouth). Findings The authors show that consumers evaluate more positively a service failure involving a self-service technology framed as a robot rather than one framed as an automatic machine. They provide evidence that this effect is driven by higher perceptions of agency and that the association between technology and agency held by consumers is an unconscious one. Originality/value This paper investigates a novel driver of consumers’ perception of agency of technology, namely, how the technology is framed. Moreover, this study sheds light on consumers’ responses to technology’s service failure.

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Section: Theoretical Contributionssupporting

confidence: 89%

Section: Discussionmentioning

confidence: 99%

Section: 2mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Call it robot: anthropomorphic framing and failure of self-service technologies

Barone,

Stagno,

Donato

2023

JSM

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“…Interviews have been used in previous research across disciplines as a robust method for formulating research propositions. Specifically, van Doorn et al (2023) leverage the power of qualitative interviews to explore significant relationships at the intersection of consumers, autonomous technology, and workers. This approach is pivotal in developing their Consumer–Autonomous Technology–Worker (CAW) framework, which sheds light on the evolving landscape of organizational frontlines in the digital age.…”

Section: Methodsmentioning

confidence: 99%

Managing social-educational robotics for students with autism spectrum disorder through business model canvas and customer discovery

Arora,

Sivakumar

et al. 2024

Front. Robot. AI

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Social-educational robotics, such as NAO humanoid robots with social, anthropomorphic, humanlike features, are tools for learning, education, and addressing developmental disorders (e.g., autism spectrum disorder or ASD) through social and collaborative robotic interactions and interventions. There are significant gaps at the intersection of social robotics and autism research dealing with how robotic technology helps ASD individuals with their social, emotional, and communication needs, and supports teachers who engage with ASD students. This research aims to (a) obtain new scientific knowledge on social-educational robotics by exploring the usage of social robots (especially humanoids) and robotic interventions with ASD students at high schools through an ASD student–teacher co-working with social robot–social robotic interactions triad framework; (b) utilize Business Model Canvas (BMC) methodology for robot design and curriculum development targeted at ASD students; and (c) connect interdisciplinary areas of consumer behavior research, social robotics, and human-robot interaction using customer discovery interviews for bridging the gap between academic research on social robotics on the one hand, and industry development and customers on the other. The customer discovery process in this research results in eight core research propositions delineating the contexts that enable a higher quality learning environment corresponding with ASD students’ learning requirements through the use of social robots and preparing them for future learning and workforce environments.

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Robots in Retail

Barone,

Stagno

2023

Artificial Intelligence Along the Customer Journey

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Organizational frontlines in the digital age: The Consumer–Autonomous Technology–Worker (CAW) framework

Cited by 22 publications

References 66 publications

Call it robot: anthropomorphic framing and failure of self-service technologies

Call it robot: anthropomorphic framing and failure of self-service technologies

Managing social-educational robotics for students with autism spectrum disorder through business model canvas and customer discovery

Robots in Retail

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