The impact of service robots on customer satisfaction online ratings: The moderating effects of rapport and contextual review factors

Borghi, Matteo; Mariani, Marcello M.; Vega, Rodrigo P.; Wirtz, Jochen

doi:10.1002/mar.21903

Cited by 10 publications

(2 citation statements)

References 80 publications

(181 reference statements)

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“…Derived from the traditional concierge concept, an AI concierge is a technologically advanced, intelligent and personalized assistant that is designated to an individual customer, proactively taking care of that customer's needs throughout the service journey. While prior research has explored pertinent concepts like conversational agents and service robots (Borghi et al, 2023;Huang and Rust, 2021;Lu et al, 2020;Mariani et al, 2023), our article is the first to define an AI concierge and differentiate it from related concepts.…”

Section: Introductionmentioning

confidence: 99%

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AI concierge in the customer journey: what is it and how can it add value to the customer?

Liu,

Vakeel,

Smith

et al. 2024

JOSM

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PurposeAn AI concierge is a technologically advanced, intelligent and personalized assistant that is designated to an individual customer, proactively taking care of that customer’s needs throughout the service journey. This article envisions the idea of AI concierges and discusses how to leverage AI concierges in the customer journey.Design/methodology/approachThis article takes a conceptual approach and draws insights from literature in service management, marketing, psychology, human-computer interaction and ethics.FindingsThis article delineates the fundamental forms of AI concierges: dialog interface (no embodiment), virtual avatar (embodiment in the virtual world), holographic projection (projection in the physical world) and tangible service robot (embodiment in the physical world). Key attributes of AI concierges are the ability to exhibit semantic understanding of auditory and visual inputs, maintain an emotional connection with the customer, demonstrate proactivity in refining the customer’s experience and ensure omnipresence through continuous availability in various forms to attend to service throughout the customer journey. Furthermore, the article explores the multifaceted roles that AI concierges can play across the pre-encounter, encounter and post-encounter stages of the customer journey and explores the opportunities and challenges associated with AI concierges.Practical implicationsThis paper provides insights for professionals in hospitality, retail, travel, and healthcare on leveraging AI concierges to enhance the customer experience. By broadening AI concierge services, organizations can deliver personalized assistance and refined services across the entire customer journey.Originality/valueThis article is the first to introduce the concept of the AI concierge. It offers a novel perspective by defining AI concierges’ fundamental forms, key attributes and exploring their diverse roles in the customer journey. Additionally, it lays out a research agenda aimed at further advancing this domain.

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Section: Introductionmentioning

confidence: 99%

“…By weaving emotional abilities into their fabric, AI concierges can foster a bond with customers that is vital for delivering genuinely personalized and impactful concierge services (cf. Borghi et al. , 2023; Huang and Rust, 2021).…”

Section: Introducing the Concept Of An Ai Conciergementioning

confidence: 99%

AI concierge in the customer journey: what is it and how can it add value to the customer?

Liu,

Vakeel,

Smith

et al. 2024

JOSM

Self Cite

View full text Add to dashboard Cite

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The Effect of Robot Anthropomorphism on Customers' Attention Activation and Satisfaction

Qiao,

Song

2024

J of Consumer Behaviour

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Prior research has predominantly focused on how interacting with anthropomorphic robots might affect customers' psychological processes and behaviors, wherein this stream of research has presented some inconsistent findings regarding its effectiveness in the service context. This research aims at taking a novel angle by illuminating on the arousal‐based reaction among customers, and their subsequent satisfaction. Grounded in selective attention theory, this research develops a model in which robot anthropomorphism activates customers' attention, which in turn cultivates heightened customer satisfaction. Findings across an eye‐tracking experiment (Study 1), a field survey study (Study 2), and a scenario‐based experiment (Study 3) converge to provide support to the hypotheses. The results of our mixed‐method approach shed new light on how robot anthropomorphism might impact customer satisfaction. Importantly, this study contributes to the research of service robot in the consumer psychology literature by disentangling an attention (arousal)‐based mechanism through which robot anthropomorphism might induce positive customer outcomes. Meanwhile, it simultaneously offers timely and crucial managerial implications for practitioners to better understand the underlying arousal‐based influences of digitalizing the service delivery among customers. This research ends with a discussion pertaining to its theoretical and practical implications.

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Humanlike service robots: A systematic literature review and research agenda

Zhang,

Slade,

Pantano

2024

Psychology and Marketing

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Humanlike robots are increasingly employed to provide frontline services. They are frequently designed with stereotypically feminine or masculine humanlike features which affect or bias consumer behavior in service encounters. This systematic review of 118 peer‐reviewed journal papers aims to comprehensively capture the current status of the field and identify important research gaps requiring further investigation. Following Preferred Reporting Items for Systematic Reviews and Meta‐Analyses protocol, a comprehensive framework is developed to conceptualize the process of customer interactions with humanlike service robots, depicting how humanlike service robots influence consumer behavior. Specifically, we identify interaction antecedents, consumer processing factors, outcomes of the interactions, and strengthening/attenuating factors. Based on the framework, the review concludes by identifying issues that future research should seek to solve to contribute to the field. This paper provides a deep understanding of service robot anthropomorphism in marketing and consumer research and proposes a future research agenda to advance knowledge of the field.

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The impact of service robots on customer satisfaction online ratings: The moderating effects of rapport and contextual review factors

Cited by 10 publications

References 80 publications

AI concierge in the customer journey: what is it and how can it add value to the customer?

AI concierge in the customer journey: what is it and how can it add value to the customer?

The Effect of Robot Anthropomorphism on Customers' Attention Activation and Satisfaction

Humanlike service robots: A systematic literature review and research agenda

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