Michelle M.E. Van Pinxteren, Mark Pluymaekers and Jos G.A.M. Lemmink
Conversational agents (chatbots, avatars and robots) are increasingly substituting human employees in service encounters. Their presence offers many potential benefits, but…
Abstract
Purpose
Conversational agents (chatbots, avatars and robots) are increasingly substituting human employees in service encounters. Their presence offers many potential benefits, but customers are reluctant to engage with them. A possible explanation is that conversational agents do not make optimal use of communicative behaviors that enhance relational outcomes. The purpose of this paper is to identify which human-like communicative behaviors used by conversational agents have positive effects on relational outcomes and which additional behaviors could be investigated in future research.
Design/methodology/approach
This paper presents a systematic review of 61 articles that investigated the effects of communicative behaviors used by conversational agents on relational outcomes. A taxonomy is created of all behaviors investigated in these studies, and a research agenda is constructed on the basis of an analysis of their effects and a comparison with the literature on human-to-human service encounters.
Findings
The communicative behaviors can be classified along two dimensions: modality (verbal, nonverbal, appearance) and footing (similarity, responsiveness). Regarding the research agenda, it is noteworthy that some categories of behaviors show mixed results and some behaviors that are effective in human-to-human interactions have not yet been investigated in conversational agents.
Practical implications
By identifying potentially effective communicative behaviors in conversational agents, this study assists managers in optimizing encounters between conversational agents and customers.
Originality/value
This is the first study that develops a taxonomy of communicative behaviors in conversational agents and uses it to identify avenues for future research.
Details
Keywords
Michelle M.E. van Pinxteren, Ruud W.H. Wetzels, Jessica Rüger, Mark Pluymaekers and Martin Wetzels
Service robots can offer benefits to consumers (e.g. convenience, flexibility, availability, efficiency) and service providers (e.g. cost savings), but a lack of trust hinders…
Abstract
Purpose
Service robots can offer benefits to consumers (e.g. convenience, flexibility, availability, efficiency) and service providers (e.g. cost savings), but a lack of trust hinders consumer adoption. To enhance trust, firms add human-like features to robots; yet, anthropomorphism theory is ambiguous about their appropriate implementation. This study therefore aims to investigate what is more effective for fostering trust: appearance features that are more human-like or social functioning features that are more human-like.
Design/methodology/approach
In an experimental field study, a humanoid service robot displayed gaze cues in the form of changing eye colour in one condition and static eye colour in the other. Thus, the robot was more human-like in its social functioning in one condition (displaying gaze cues, but not in the way that humans do) and more human-like in its appearance in the other (static eye colour, but no gaze cues). Self-reported data from 114 participants revealing their perceptions of trust, anthropomorphism, interaction comfort, enjoyment and intention to use were analysed using partial least squares path modelling.
Findings
Interaction comfort moderates the effect of gaze cues on anthropomorphism, insofar as gaze cues increase anthropomorphism when comfort is low and decrease it when comfort is high. Anthropomorphism drives trust, intention to use and enjoyment.
Research limitations/implications
To extend human–robot interaction literature, the findings provide novel theoretical understanding of anthropomorphism directed towards humanoid robots.
Practical implications
By investigating which features influence trust, this study gives managers insights into reasons for selecting or optimizing humanoid robots for service interactions.
Originality/value
This study examines the difference between appearance and social functioning features as drivers of anthropomorphism and trust, which can benefit research on self-service technology adoption.