Engaged to a Robot? The Role of AI in Service

2020 ◽  
pp. 109467052090226 ◽  
Author(s):  
Ming-Hui Huang ◽  
Roland T. Rust
Keyword(s):  
Service Providers ◽  
Current Level ◽  
Future Research ◽  
Service Strategy ◽  
Service Employees ◽  
Cost Leadership ◽  
Service Creation ◽  
Service Offering ◽  
Service Task

This article develops a strategic framework for using artificial intelligence (AI) to engage customers for different service benefits. This framework lays out guidelines of how to use different AIs to engage customers based on considerations of nature of service task, service offering, service strategy, and service process. AI develops from mechanical, to thinking, and to feeling. As AI advances to a higher intelligence level, more human service employees and human intelligence (HI) at the intelligence levels lower than that level should be used less. Thus, at the current level of AI development, mechanical service should be performed mostly by mechanical AI, thinking service by both thinking AI and HI, and feeling service mostly by HI. Mechanical AI should be used for standardization when service is routine and transactional, for cost leadership, and mostly at the service delivery stage. Thinking AI should be used for personalization when service is data-rich and utilitarian, for quality leadership, and mostly at the service creation stage. Feeling AI should be used for relationalization when service is relational and high touch, for relationship leadership, and mostly at the service interaction stage. We illustrate various AI applications for the three major AI benefits, providing managerial guidelines for service providers to leverage the advantages of AI as well as future research implications for service researchers to investigate AI in service from modeling, consumer, and policy perspectives.

Value Co-Creation in Cloud Services

2013 ◽  
pp. 74-91 ◽  
Author(s):  
Ammar Rashid ◽  
William Yu Chung Wang ◽  
Felix B. Tan
Keyword(s):  
Service Providers ◽  
Practical Experience ◽  
Cloud Services ◽  
Future Research ◽  
Research Directions ◽  
Technical Aspects ◽  
Creation Process ◽  
Managerial Implications ◽  
Future Research Directions

In recent years, there has been considerable interest in cloud services in academic literature. Most research in this area has focused on the technical aspects of designing and implementing cloud services, with few studies focusing on understanding the value of cloud services and the processes by which consumer and service providers engage each other to co-create these services. This chapter explains the co-creation processes, and, the role of consumer in the value co-creation process of cloud services. It incorporates extant marketing and information systems literature, industry reports, and practical experience reflections to highlight the significance of cloud services. The drivers of co-creation are explored with the description of co-creation processes and the underlying factors involved in value co-creation of cloud services. The chapter concludes by outlining the opportunities associated with the development of cloud services, noting future research directions and discussing academic and managerial implications.

Customer dominant value formation in service

2013 ◽  
Vol 25 (2) ◽  
pp. 104-123 ◽  
Author(s):  
Kristina Heinonen ◽  
Tore Strandvik ◽  
Päivi Voima
Keyword(s):  
Value Creation ◽  
Customer Value ◽  
Design Methodology ◽  
Conceptual Analysis ◽  
Future Research ◽  
Service Strategy ◽  
Content Type ◽  
Practical Implications ◽  
Contextual Reality

PurposeThe purpose of this paper is to extend current discussions of value creation and propose a customer dominant value perspective. The point of origin in a customer‐dominant marketing logic (C‐D logic) is the customer, rather than the service provider, interaction or the system. The focus is shifted from the company's service processes involving the customer, to the customer's multi‐contextual value formation, involving the company.Design/methodology/approachValue formation is contrasted to earlier views on the company's role in value creation in a conceptual analysis focusing on five central aspects. Implications of the proposed characteristics of value formation compared to earlier approaches are put forward.FindingsThe paper highlights earlier hidden aspects on the role of a service for the customer. It is proposed that value is not always an active process of creation; instead, value is embedded and formed in the highly dynamic and multi‐contextual reality and life of the customer. This leads to a need to look beyond the line of visibility focused on visible customer‐company interactions, to the invisible and mental life of the customer. From this follows a need to extend the temporal scope, from exchange and use even further to accumulated experiences in the customer's life and ecosystem.Research limitations/implicationsThis paper is conceptual. It discusses and presents a customer‐dominant value perspective and suggests implications for empirical research and practice.Practical implicationsAwareness of the mechanism of the customer value formation process provides companies with new insight on the service strategy, service design and new service innovations.Originality/valueThe paper contributes by extending the value construct through a new customer dominant value perspective, recognizing value as multi‐contextual and dynamic based on customers' life and ecosystem. The findings mark out new avenues for future research.

Virtual Reality Therapeutic Environments in Autism Spectrum Disorder (ASD) and Alzheimer's

2019 ◽  
pp. 51-59 ◽  
Author(s):  
David W. Sime
Keyword(s):  
Autism Spectrum Disorder ◽  
Virtual Reality ◽  
Literature Review ◽  
Critical Analysis ◽  
Quantitative Research ◽  
Autism Spectrum ◽  
Current Level ◽  
Future Research ◽  
Treatment Analysis

This chapter is devoted to observing and analyzing the role of virtual reality environments in the therapeutic treatment, analysis, and ongoing treatment planning of autistic spectrum disorders (ASD), Alzheimer's, and dementia. Using live real-world examples of the above activities in action and a literature review, the chapter will examine the level of empirical data and pre-existing qualitative and quantitative research to support these ongoing approaches. Critical analysis will also be made of the current level of empirical research available highlighting areas that should be focused on for future research.

scholarly journals Introducing the transformative service mediator: value creation with vulnerable consumers

2019 ◽  
Vol 33 (1) ◽  
pp. 5-15 ◽  
Author(s):  
Raechel Johns ◽  
Janet Davey
Keyword(s):  
Service Providers ◽  
Care Service ◽  
Well Being ◽  
Service Research ◽  
Future Research ◽  
Content Type ◽  
Structure And Agency ◽  
Future Research Agenda ◽  
Vulnerable Consumers

Purpose The purpose of this study is to identify the role of mediators in supporting value co-creation for vulnerable consumers in a service context. The authors propose that in transformative services, the roles of actor mediators facilitate control and empowerment for the vulnerable consumer – labelling these transformative service mediators (TSMs). Design/methodology/approach The authors develop a theoretical framework for the activities of mediators in value co-creation considering the interrelationships of vulnerability, structure and agency. The authors then use Prahalad and Ramaswamy’s DART (Dialogue, Access, Risk Assessment and Transparency) model as the integrating framework to describe the TSM roles in the context of the foster care service ecosystem. Findings The authors introduce a future research agenda regarding TSM roles in transformational service experiences and value co-creation with vulnerable consumers. Service researchers and providers are encouraged to explore effective training and motivation of TSMs. Research limitations/implications Understanding value co-creation for vulnerable consumers is an emerging area in service research. The TSM concept introduces a new approach to explore how value co-creation and transformative outcomes can be enhanced in service contexts where consumers experience vulnerability. Practical implications This paper presents an agenda for future research. The outcomes of future research based on TSM roles may help guide service providers in identifying opportunities for enhancing well-being and reducing vulnerability in service delivery. Originality/value This paper suggests that exploring the role of TSMs in the service process offers new insights into reducing vulnerability in service relationships.

scholarly journals The role of service providers in 3D printing adoption

2019 ◽  
Vol 119 (6) ◽  
pp. 1189-1205 ◽  
Author(s):  
Atanu Chaudhuri ◽  
Helen Rogers ◽  
Peder Soberg ◽  
Kulwant S. Pawar
Keyword(s):  
3D Printing ◽  
Technology Acceptance ◽  
Service Providers ◽  
Business Case ◽  
Ease Of Use ◽  
Future Research ◽  
Structured Interviews ◽  
Content Type ◽  
Technological Turbulence

Purpose The purpose of this paper is to identify challenges faced by industrial firms at different phases of adoption of 3D printing (3DP), and outline how 3DP service providers can help address these challenges. Design/methodology/approach Separate interview questionnaires for 3DP users and 3DP service providers were used to conduct semi-structured interviews. Findings The key 3DP adoption challenges are as follows: creating a business case; difficulty in using different materials; optimising the process for specific parts; lack of “plug and play” solutions offered by equipment manufacturers; limited availability of training and educational support; poor end product quality; machine breakdowns; and high cost of maintenance and spare components. Using the theoretical lens of the technology acceptance model, results show a lack of ease of use and technological turbulence impact companies’ decisions to adopt 3DP. 3DP service providers can indeed attempt to alleviate the above challenges faced by customers through providing multiple 3DP services across different stages of adoption. Research limitations/implications Future research should examine the role of 3DP equipment manufacturers and design and modeling software solutions providers in improving adoption and how 3DP equipment manufacturers could develop into more integrated service providers as the technology advances. Practical implications Service providers can help customers transition to 3DP and should develop a portfolio of services that fits different phases of adoption. Originality/value The paper outlines how 3DP service providers can help address customer challenges in adoption of 3DP across different stages of adoption.

From Communication to Conversation

2014 ◽  
Vol 4 (4) ◽  
pp. 52-64
Author(s):  
K Sai Prasad ◽  
Sita Mishra
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Service Providers ◽  
Communication Strategies ◽  
High Growth ◽  
Customer Experience ◽  
Future Research ◽  
Telecom Service

How have cutthroat competition and high growth compelled telecom service providers to innovatively use social media to outperform competitors, improve customer communication and maintain loyalty? Why have service providers made huge investments in social media for their CRM strategy? This case study analyses how Tata DoCoMo used social media to positively influence customer experience. The case study will help in understanding the role of social media in customer communication strategies and its impact on customer loyalty, and open up scope for future research.

Cultural values and consumers’ expectations and perceptions of service encounter quality

2016 ◽  
Vol 10 (1) ◽  
pp. 2-26 ◽  
Author(s):  
Masoud Karami ◽  
Mohamad Mehdi Maleki ◽  
Alan J. Dubinsky
Keyword(s):  
Cultural Values ◽  
Cosmetic Surgery ◽  
Discriminant Validity ◽  
Service Providers ◽  
Service Encounter ◽  
Future Research ◽  
Content Type ◽  
Mediating Role ◽  
The Impact

Purpose The purpose of the study is to explore the impact of cultural values on perceptions of service encounter quality by examining the potentially mediating role of service encounter expectations. Design/methodology/approach A questionnaire was designed to collect data from 30 cosmetic clinic patients in Tehran, Iran. Confirmatory factor analysis was used to test the convergent and discriminant validity of the scales. Moreover, path modeling and bootstrapping were implemented using Smartpls 2.0 (M3) software to analyze the collected data and to assess the research model (Figure 1). Findings Cultural values have a significant impact on both expectations and perceptions of service encounter quality. Moreover, findings show that expectations of service encounter quality have an impact on perceptions of service encounter quality. The mediating role of service encounter expectations was confirmed. Research limitations/implications There are additional issues that should be addressed about different aspects of service encounters in developing countries. Moreover, subcultures provide attractive context for service quality perception research; subcultures comprise a large consumer market having its own cultural values that future research could examine. Practical implications Healthcare service providers should understand the cultural values of patients that may differ by social demographic characteristics. Providing a service that enhances patient cultural values might enhance success in the plastic surgery market, because such surgery may assist one in gaining recognition and improving their relationships with others. Clinic managers should consider Iran as a developing country, with its considerable young population having modern self-oriented demands, should be a desirable market for cosmetics and beauty care products. Originality/value Using the concept of Schwartz’s basic human values model to assess consumers’ cultural values and its impact on service encounter quality was the study’s main contribution. Moreover, it is among few studies conducted in the cosmetic surgery industry in a developing country’s context.

Cruise brand experience: functional and wellness value creation in tourism business

2019 ◽  
Vol 31 (5) ◽  
pp. 2205-2223 ◽  
Author(s):  
Jiseon Ahn ◽  
Ki-Joon Back
Keyword(s):  
Customer Satisfaction ◽  
Value Creation ◽  
Service Providers ◽  
Positive Impact ◽  
Perceived Value ◽  
Equation Modeling ◽  
Future Research ◽  
Brand Experience ◽  
Content Type

Purpose Experience and value creation have become integral themes for tourism service providers. This study aims to understand the role of different types of experiences in formulating customers’ perceived value. Studies on this area are scarce, especially in the cruise industry. Design/methodology/approach A research model that includes two value variables, namely, functional and wellness values, and four cruise brand experience variables, namely, sensory, affective, behavioral and intellectual factors, was tested through partial least-squares (PLS) structural equation modeling approach. A total of 389 usable cruise customer responses were obtained and analyzed using SmartPLS software. Findings Results revealed the relative effects of sensory, affective, behavioral and intellectual factors on perceived functional and wellness values. The positive impact of perceived value on customer satisfaction and behavioral intention and the moderating role of service expertise in the relationship between cruise experience and perceived value were examined. Research limitations/implications Future research can examine how types of leisure facilities (e.g. casinos, restaurants, bars and shows), cultural differences (e.g. Eastern and Western) and customers’ travel characteristics (e.g. visiting purpose and companions) may influence the relationships between cruise brand experience and perceived value. Practical implications From a practical point, the relationships among multidimensional cruise brand experience, functional and wellness values, customer satisfaction, revisit intention and service expertise provide a clue on how cruise brands can enhance customers’ perceived value to retain current customers. Originality/value This study contributes to literature by providing a theoretical framework and empirical evidence for predicting and explaining cruise customers’ behavior. From a managerial perspective, this study identified critical factors that are essential to value creation and discussed the implications of predictive factors on developing marketing strategies that enhance customers’ positive attitude and behavior toward the cruise brand.

The role of service relationships in employees’ and customers’ emotional behavior, and customer-related outcomes

2016 ◽  
Vol 30 (4) ◽  
pp. 437-448 ◽  
Author(s):  
Hana Medler-Liraz
Keyword(s):  
Emotional Labor ◽  
Service Providers ◽  
Emotional Behavior ◽  
Self Report ◽  
Surface Acting ◽  
Content Type ◽  
Service Employees ◽  
Service Relationships ◽  
Loyalty Intentions

Purpose This paper aims to explore service encounters from a social behavior perspective. By proposing that employees’ emotional labor strategies are influenced by customer displays of emotion, this paper answers calls to investigate the reciprocal nature of service interactions and the importance of taking both customers and service providers into account when delivering high-quality service is the goal. Design/methodology/approach The sample consisted of 121 dyads of customers and service employees from hairstyling salons. Data were collected from observations of the customers’ emotional displays, self-report surveys administered to the service employees measuring strategies of emotional labor and self-report surveys administered to the customers to assess their rapport with the service providers and their loyalty intentions. Findings Length of acquaintance was positively related to customers’ positive display, which mediated the relationship between length of acquaintance and employee-customer rapport. Customers’ positive display was negatively related to employees’ deep acting (i.e. modifying inner feelings) but not to surface acting (i.e. modifying superficial expressions). Customers’ positive display and employees’ surface acting were related to loyalty intentions through the mediation of rapport. Originality/value This study provides a better understanding of the customer’s role as the target, and a possible cause of emotional regulation among service employees. It underscores the role of service relationships in customers’ emotional behavior and customer-related outcomes.

scholarly journals THE ROLE OF CONVENIENCE, COMPATIBILITY AND MEDIA RICHNESS IN ACCEPTING MOBILE WEB IN MALAYSIA

2020 ◽  
Vol 5 (17) ◽  
pp. 12-19
Author(s):  
L. Thaneshan ◽  
Fadhilah Mat Yamin ◽  
Siti Norezam Othman
Keyword(s):  
Technology Acceptance ◽  
Mobile Devices ◽  
Mobile Device ◽  
Service Providers ◽  
Future Research ◽  
The Internet ◽  
Early Investigation ◽  
Media Richness ◽  
Mobile Web

Our lifestyle has changed and keeps changing with emerging software and hardware technologies. In the same way, mobile devices are changing the way people accessing the Internet. More users have changed from using desktop computers to mobile devices. A mobile device such as smartphones and tablets are widely used devices in accessing the Internet all over the world. From an early investigation, it is found that although mobile devices are highly flexible, accessible, and convenient, their usage to access websites is still average. The objective of this study is to conceptualize the factors that drive users to access websites through mobile devices. This study presents the scenario and the current situation of mobile web usage among mobile device users. It further critically discusses the role of three constructs namely, convenience, compatibility, and media richness in explaining the user’s intention to use the mobile web. The study adopts the Technology Acceptance Model (TAM) to understand what factors affect usage intention of the mobile web, an important topic for current and future research. The limitations lie in the depth of investigation where the empirical investigation should be conducted in future studies to prove the findings of this conceptual study. This study aims to explain the factors that will influence the intention to access mobile websites. Determining those factors will help web designers to develop mobile web pages that will be preferred by its users. Improving user’s experience of accessing the web through mobile devices will enable web service providers to offer web services more effectively that will satisfy the needs of the users.

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