Paula Dootson, Dominique A. Greer, Kate Letheren and Kate L. Daunt
The purpose of this research is to understand whether service robots can safeguard servicescapes from deviant consumer behaviour. Using routine activity theory, this research…
Abstract
Purpose
The purpose of this research is to understand whether service robots can safeguard servicescapes from deviant consumer behaviour. Using routine activity theory, this research examines whether increasing the perceived humanness of service robots reduces customer intentions to commit deviant consumer behaviour and whether this negative relationship is mediated by perceived empathy and perceived risk of being caught.
Design/methodology/approach
Five hundred and fifty-three US residents responded to a hypothetical scenario that manipulated the humanness of a service agent (from self-service technology, to robot, to human employee) across seven conditions and measured the likelihood of deviant consumer behaviour, empathy towards the service robot, perceived risk of being caught and punished and negative attitudes towards robots.
Findings
The results indicate that replacing human service agents with different types of service robots does inadvertently reduce customer perceptions of capable guardianship (i.e. the human element that deters potential offenders from committing crimes) in the servicescape and creates conditions that allow customers to perpetrate more deviant consumer behaviour.
Practical implications
When investing in technology such as service robots, service providers need to consider the unintended cost of customer misbehaviour (specifically deviant consumer behaviour) in their return-on-investment assessments to optimise their asset investment decisions.
Originality/value
Moving beyond research on customer adoption and use, this research examines the unintended consequences that might arise when deploying service robots in a technology-infused service environment. Humanised service robots offer more guardianship than self-service technology but do not replace human employees in preventing deviant consumer behaviour, as they remain more capable of deterring customer misbehaviour.
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Helen Bocking, Rebekah Russell-Bennett and Kate Letheren
The use of supportive digital technology – the provision of supportive services and self-management health tools using digital platforms – by marketers is increasing alongside…
Abstract
Purpose
The use of supportive digital technology – the provision of supportive services and self-management health tools using digital platforms – by marketers is increasing alongside research interest in the topic. However, little is known about the motivations to use these tools and which tool features provide different forms of social support (informational, emotional, instrumental, network or esteem). The purpose of this paper is thus to explore consumer perceptions of supportive healthcare self-management and preferences for different levels of interactive features as social support in a health services context.
Design/methodology/approach
A qualitative approach involving 30 semi-structured interviews with consumers interested in two common preventative health services that use supportive digital tools (SDTs) (skin-cancer checks and sexually transmitted infection checks) was undertaken. Thematic analysis was used to analyse the verbatim transcripts.
Findings
This research identified there is a lack of motivation to initiate the search for SDTs; consumers are motivated by a desire to control and monitor health concerns and avoid overuse of the health system. The findings showed a preference for social support to go beyond informational support, with a need for interactivity that personalised support in a proactive manner.
Research limitations/implications
SDTs are positively perceived by consumers as part of health services. The motivation to use these tools is complex, and the social support needed is multifaceted and preferably interactive.
Practical implications
This research assists service marketers to better design informational and instrumental support for preventative self-managed healthcare services.
Originality/value
This paper extends knowledge about the motivation and social support required from SDTs in a preventative health service context.
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Rory Francis Mulcahy, Aimee Riedel, Byron Keating, Amanda Beatson and Kate Letheren
The aim of this paper is twofold. First, it seeks to understand how different forms of anthropomorphism, namely verbal and visual, can enhance or detract from the subjective…
Abstract
Purpose
The aim of this paper is twofold. First, it seeks to understand how different forms of anthropomorphism, namely verbal and visual, can enhance or detract from the subjective well-being of consumers and their co-creation behaviors whilst collaborating with artificial intelligence (AI) service agents. Second, it seeks to understand if AI anxiety and trust in message, function as primary and secondary consumer appraisals of collaborating with AI service agents.
Design/methodology/approach
A conceptual model is developed using the theories of the uncanny valley and cognitive appraisal theory (CAT) with three hypotheses identified to guide the experimental work. The hypotheses are tested across three experimental studies which manipulate the level of anthropomorphism of AI.
Findings
Results demonstrate that verbal and visual anthropomorphism can assist consumer well-being and likelihood of co-creation. Further, this relationship is explained by the mediators of anxiety and trust.
Originality/value
The empirical results and theorizing suggest verbal anthropomorphism should be present (absent) and paired with low (high) visual anthropomorphism, which supports the “uncanny valley” effect. A moderated mediation relationship is established, which confirms AI anxiety and trust in a message as mediators of the AI service agent anthropomorphism-consumer subjective well-being/co-creation relationship. This supports the theorizing of the conceptual model based on the “uncanny valley” and CAT.
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Marianna Sigala, Keng-Boon Ooi, Garry Wei-Han Tan, Eugene Cheng-Xi Aw, Tat-Huei Cham, Yogesh K. Dwivedi, Werner H. Kunz, Kate Letheren, Anubhav Mishra, Rebekah Russell-Bennett and Jochen Wirtz
Since its inception, ChatGPT has been disruptively transforming how businesses operate along the whole value chain. The service sector is no exception from these technological…
Abstract
Purpose
Since its inception, ChatGPT has been disruptively transforming how businesses operate along the whole value chain. The service sector is no exception from these technological advances. Given its potential and significance, five major areas whereby ChatGPT has great potential in services management are identified and discussed in terms of opportunities, challenges and research agendas: service marketing, customer experience, digital services, cost-effective service excellence, and ethical and corporate digital responsibility.
Design/methodology/approach
By adopting an expert-oriented perspective approach, the study leverages the expertise of 11 knowledgeable contributors from the fields of service and information systems to foresee the implications of ChatGPT in services. The article comprehensively examines the current body of literature and practices in ChatGPT and services and proposes a forward-thinking research agenda for service scholars and practitioners.
Findings
The contributors recognize that ChatGPT has the potential to transform service offerings significantly, enrich customer experiences, optimize service costs, and contribute to societal advantages through improved digital services. However, they also acknowledge the disruption ChatGPT may cause to traditional service practices, including the potential loss of human touch in services, challenges to privacy and security, and the potential negative outcomes affecting service consumers and employees in terms of inequality, biases, and misuse of ChatGPT.
Originality/value
This article introduces a groundbreaking investigation into the use of ChatGPT in services management. The originality is demonstrated by examining the potential and obstacles to applying ChatGPT in different service domains. In addition, this research serves as a guiding light for subsequent studies by suggesting an in-depth research agenda, including understanding the design and optimization of ChatGPT in the customer service journey, the role of ChatGPT in assisting service organizations to promote responsible services, and implications of ChatGPT on service stakeholders.
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Chelsea Phillips, Rebekah Russell–Bennett, Gaby Odekerken-Schröder, Dominik Mahr and Kate Letheren
The human service triad (i.e. the relationship between the customer, frontline employee (FLE) and managerial employee) experiences a range of well-being challenges when faced with…
Abstract
Purpose
The human service triad (i.e. the relationship between the customer, frontline employee (FLE) and managerial employee) experiences a range of well-being challenges when faced with the introduction of service robots. Despite growth in service robot scholarship, understanding of the well-being challenges affecting the human service triad remains fragmented. Hence, the purpose of this paper is to synthesise the literature and offer a research agenda aligned with the proposed Robotic-Human Service Trilemma. By taking a job performance approach (which considers the actions, behaviours and outcomes linked to organisational goals), the Robotic-Human Service Trilemma conceptualises three well-being challenges (intrusion, sideline and interchange). These challenges are realised via the realistic capabilities and constraints of service robot implementation.
Design/methodology/approach
This research relies on a systematic review of all disciplines concerning service robots. In total, 82 articles were analysed using thematic coding and led to the development of the Robotic-Human Service Trilemma and research agenda.
Findings
The analyses reveal the Robotic-Human Service Trilemma consists of three challenges: intrusion, sideline and indifference. The findings demonstrate that FLEs are required to counterbalance the constraints of service robots, leading to an uneven well-being burden within the human service triad. This paper suggests a research agenda for investigation of the challenges that underpin the Robotic-Human Service Trilemma.
Originality/value
Through the conceptualisation of the Robotic-Human Service Trilemma, this study is the first to explore how states of well-being equilibrium exist within the human service triad and how these states are challenged by service robots. The authors present a balanced centricity perspective to well-being that contrasts previous trade-off approaches and that enhances the body of service robot literature with a well-being lens.
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Kate Letheren, Kerri-Ann L. Kuhn, Ian Lings and Nigel K. Ll. Pope
This paper aims to addresses an important gap in anthropomorphism research by examining the individual-level factors that correlate with anthropomorphic tendency.
Abstract
Purpose
This paper aims to addresses an important gap in anthropomorphism research by examining the individual-level factors that correlate with anthropomorphic tendency.
Design/methodology/approach
The extant psychology, marketing and consumer psychology literature is reviewed, and eight hypotheses devised. Data from 509 online survey respondents are analysed to identify individual characteristics associated with anthropomorphic tendency.
Findings
The results reveal that anthropomorphic tendency varies by individual and is significantly related to personality, age, relationship status, personal connection to animals and experiential thinking.
Research limitations/implications
This paper extends on recent research into the individual nature of anthropomorphic tendency, once thought to be a universal trait. Given that this paper is the first of its kind, testing of further traits is merited. It is suggested that future research further examine personality, as well as other elements of individual difference, and test the role of anthropomorphic tendency in the development of processing abilities with age.
Practical implications
Findings show that anthropomorphic tendency may prove to be a key variable in the segmentation of markets and the design of marketing communications, and that younger, single, more creative, conscientious consumers are an appropriate target for anthropomorphic messages. The importance of personal connection to animals, as well as experiential thinking, is also highlighted.
Originality/value
Given the importance of anthropomorphic tendency for the processing of messages involving non-human endorsers, as well as the formation of relevant attitudes and behaviours, this paper fulfils an identified need to further understand the characteristics of those high on this tendency.
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Chelsea Phillips, Gaby Odekerken-Schröder, Rebekah Russell-Bennett, Mark Steins, Dominik Mahr and Kate Letheren
Previous research has not considered the impact on human frontline employees (FLEs) of altered employee–customer relationships in the presence of a service robot (i.e. an…
Abstract
Purpose
Previous research has not considered the impact on human frontline employees (FLEs) of altered employee–customer relationships in the presence of a service robot (i.e. an intrusion challenge), nor how FLEs may respond. The purpose of this study is to explore the task allocation strategies by human frontline employees’ (FLE) work well-being responses within the intrusion challenge.
Design/methodology/approach
This study employs a mixed-method approach, whereby an in-depth qualitative study (Study 1, n = 15) is followed by a quantitative field study (Study 2, n = 81).
Findings
Results indicate that FLEs experience the intrusion challenge, impacting social, purpose, physical and community well-being. Study 1 reveals that while service robots trigger this challenge, FLEs use them for task allocation to maintain their initial work well-being state. Study 2 shows that using robots instead of colleagues positively affects FLE work well-being.
Practical implications
Service robots, as a task allocation strategy by FLEs, can be used to empower FLEs by assisting them to preserve their work well-being within the intrusion challenge.
Originality/value
This study is one of the first to involve FLEs from a live service robot site, where data is based on personal lived experiences rather than anticipated experiences. This is the first study to investigate how FLEs respond to the intrusion challenge.
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Rebekah Russell–Bennett, Rory Mulcahy, Kate Letheren, Ryan McAndrew and Uwe Dulleck
A transformative service aims to improve wellbeing; however, current approaches have an implicit assumption that all wellbeing dimensions are equal and more dimensions led to…
Abstract
Purpose
A transformative service aims to improve wellbeing; however, current approaches have an implicit assumption that all wellbeing dimensions are equal and more dimensions led to higher wellbeing. The purpose of this paper is to present evidence for a new framework that identifies the paradox of competing wellbeing dimensions for both the individual and others in society – the transformative service paradox (TSP).
Design/methodology/approach
Data is drawn from a mixed-method approach using qualitative (interviews) and quantitative data (lab experiment) in an electricity service context. The first study involves 45 household interviews (n = 118) and deals with the nature of trade-offs at the individual level to establish the concept of the TSP. The second study uses a behavioral economics laboratory experiment (n = 110) to test the self vs. other nature of the trade-off in day-to-day use of electricity.
Findings
The interviews and experiment identified that temporal (now vs. future) and beneficiary-level factors explain why individuals make wellbeing trade-offs for the transformative service of electricity. The laboratory experiment showed that when the future implication of the trade-off is made salient, consumers are more willing to forego physical wellbeing for environmental wellbeing, whereas when the “now” implication is more salient consumers forego financial wellbeing for physical wellbeing.
Originality/value
This research introduces the term “Transformative Service Paradox” and identifies two factors that explain why consumers make wellbeing trade-offs at the individual level and at the societal level; temporal (now vs. future) and wellbeing beneficiary.
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Kate Letheren, Rebekah Russell-Bennett, Rory Francis Mulcahy and Ryan McAndrew
Practitioners need to understand how households will engage with connected-home technologies or risk the failure of these innovations. Current theory does not offer sufficient…
Abstract
Purpose
Practitioners need to understand how households will engage with connected-home technologies or risk the failure of these innovations. Current theory does not offer sufficient explanation for how households will engage; hence, this paper aims to address an important gap by examining how households set “rules of engagement” for connected-home technologies in the context of electricity use and monitoring.
Design/methodology/approach
A review of the extant psychology, technology and engagement literature is conducted and yields two research questions for exploration. The research questions are addressed via 43 in-depth household interviews. Analysis includes thematic analysis and computerized text analysis.
Findings
The results include a typology of technology engagement (the “PIP typology”) and discuss three main roles for technology in assisting households: intern, assistant and manager. Key contributions are as follows: consumers in household settings may experience “compromised engagement” where the perceived middle option is selected even if no-one selected that option originally; households open to using connected-home technologies are often taking advantage of their ability to “delegate” engagement to technology, and because consumers humanize technology, they also expect technology to follow social roles and boundaries.
Research limitations/implications
Future research may examine the PIP typology quantitatively and/or in different contexts and would benefit from a longitudinal study to examine how household technology engagement evolves. Four research propositions are provided, which may form the basis for future research.
Practical implications
Recommendations for practitioners are presented regarding the benefits of keeping consumers at the heart of connected-home technology goods and services. Specific design principles are provided.
Originality/value
This paper fulfills the need to understand how households will engage with connected-home technologies and the roles this technology may fulfill in the complex household service system.
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Arne De Keyser and Werner H. Kunz
Service robots are now an integral part of people's living and working environment, making service robots one of the hot topics for service researchers today. Against that…
Abstract
Purpose
Service robots are now an integral part of people's living and working environment, making service robots one of the hot topics for service researchers today. Against that background, the paper reviews the recent service robot literature following a Theory-Context-Characteristics-Methodology (TCCM) approach to capture the state of art of the field. In addition, building on qualitative input from researchers who are active in this field, the authors highlight where opportunities for further development and growth lie.
Design/methodology/approach
The paper identifies and analyzes 88 manuscripts (featuring 173 individual studies) published in academic journals featured on the SERVSIG literature alert. In addition, qualitative input gathered from 79 researchers who are active in the service field and doing research on service robots is infused throughout the manuscript.
Findings
The key research foci of the service robot literature to date include comparing service robots with humans, the role of service robots' look and feel, consumer attitudes toward service robots and the role of service robot conversational skills and behaviors. From a TCCM view, the authors discern dominant theories (anthropomorphism theory), contexts (retail/healthcare, USA samples, Business-to-Consumer (B2C) settings and customer focused), study characteristics (robot types: chatbots, not embodied and text/voice-based; outcome focus: customer intentions) and methodologies (experimental, picture-based scenarios).
Originality/value
The current paper is the first to analyze the service robot literature from a TCCM perspective. Doing so, the study gives (1) a comprehensive picture of the field to date and (2) highlights key pathways to inspire future work.