Does Social Presence Increase Perceived Competence?

Conversational agents (CA) have drawn increasing interest from HCI research. They have become popular in different aspects of our lives, for example, in the form of chatbots as the primary point of contact when interacting with an insurance company online. Additionally, CA find their way into collaborative settings in education, at work, or financial advisory. Researchers and practitioners are searching for ways to enhance the customer's experience in service encounters by deploying CA. Since competence is an important treat of a financial advisor, they only accept CA in their interaction with clients if it does not harm their impression on the client. However, we do not know how the social presence of the CA affects this perceived competence. We explore this by evaluating three prototypes with different social presences. For this, we conducted a video-based online survey. In contrast to prior studies focusing on single human-computer interaction, our study explores CA in a dyadic setting of two humans and one CA. First, our results support the Computers-Are-Social-Actors paradigm as the CA with a strong social presence was perceived as more competent than the other two designs. Second, our data show a positive correlation between CA's and advisor's competence. This implies a positive impact of the CA on the service encounter as the CA and advisor can be seen as a competent team.

Examining the Impact of Perceived Cultural Distance on the Pragmatic Choices of Saudi Customers in Service Encounters

This study examines service encounters in Saudi Arabia from a pragmatic perspective. Its aim is to investigate the possible impact of perceived cultural distance between customers and service providers on pragmatic choices. It specifically examines how Saudi customers construct their service encounters when talking to service providers of the same (versus different) cultural/ethnic background in terms of discourse structure; strategies of request and internal modifications, and stylistic strategies. Three cafés with service providers of three different ethnic/cultural backgrounds are chosen. One has Saudi service providers, the second café has Arab (non-Saudi) service providers, and the third café has non-Arab service providers. Forty socially minimal service encounter interactions that take place in each café are observed and manually recorded. The study uses the framework of ‘rapport management’ by Spencer-Oatey (2002) as its approach for data analysis. The findings indicate that there are differences among the three sets of data in terms of discourse structure, the realization of the speech act of request, and the stylistic aspect of interactions. According to the special nature of service encounters, customers’ pragmatic choices are explained in terms of expressing certain degrees of social distance rather than politeness. More specifically, the closer cultural distance between customers and service providers, the more pragmatic strategies functioning to achieve more closeness and solidarity are employed.

Openings and closings in tourist offices in Belgium, France and the Netherlands.

This paper deals with openings and closings in 400 service encounters in tourist offices situated in Belgium’s two main language communities, Flanders and Wallonia, in the north of France and the south of the Netherlands. On the basis of a detailed, bottom-up quantitative analysis of the structural properties of the openings and closings, we draw part of the interactional profiles of the tourist office encounters. Differences between the four regions are shown to be related to the degree of volubility and involvement of the interactants and to the degree of ritualisation and efficiency of the opening and the closing section.

Identifying the Elements of Great Online Customer Encounters

Customer service is a major factor in the success of digital marketing. This study examines the service encounters between tourists and service providers, in this case, Visit Helsinki. The goal is to understand what are the dimensions of service quality in online chat discussions between tourists and DMO personnel and what elements in these discussions support the co-creation of great customer experiences. Altogether 123 chat discussions in June 2020 were downloaded and analysed using qualitative content analysis and statistical tests. The results show that great customer experiences are the result of extensive effort from the customer service agents where they go beyond just providing a satisfactory solution for the customer. The results are managerially important for destinations and tourism businesses around the world and increase the theoretical understanding of the moment of truth concept and its different elements in online service encounters.

Designing servicescapes for transformative service conversations: lessons from mental health services

Purpose Dyadic services research has increasingly focused on helping providers facilitate transformative service conversations with consumers. Extant research has thoroughly documented the conversational skills that providers can use to facilitate consumer microtransformations (i.e. small changes in consumers’ thoughts, feelings and action plans toward their well-being goals). At the same time, extant research has largely neglected the role of servicescape design in transformative service conversations despite some evidence of its potential significance. To redress this oversight, this article aims to examine how servicescape design can be used to better facilitate consumer microtransformations in dyadic service conversations. Design/methodology/approach This article is based on an interpretive study of mental health services (i.e. counseling, psychotherapy and coaching). Both providers and consumers were interviewed about their lived experiences of service encounters. Informants frequently described the spatial and temporal dimensions of their service encounters as crucial to their experiences of service encounters. These data are interpreted through the lens of servicescape design theory, which disentangles servicescape design effects into dimensions, strategies, tactics, experiences and outcomes. Findings The data reveal two servicescape design strategies that help facilitate consumer microtransformations. “Service sequestration” is a suite of spatial design tactics (e.g., private offices) that creates strong consumer protections for emotional risk-taking. “Service serialization” is a suite of temporal design tactics (e.g., recurring appointments) that creates predictable rhythms for emotional risk-taking. The effects of service sequestration and service serialization on consumer microtransformations are mediated by psychological safety and psychological readiness, respectively. Practical implications The article details concrete servicescape design tactics that providers can use to improve consumer experiences and outcomes in dyadic service contexts. These tactics can help promote consumer microtransformations in the short run and consumer well-being in the long run. Originality/value This article develops a conceptual model of servicescape design strategies for transformative service conversations. This model explains how and why servicescape design can influence consumer microtransformations. The article also begins to transfer servicescape design tactics from mental health services to other dyadic services that seek to facilitate consumer microtransformations. Examples of such services include career counseling, divorce law, financial advising, geriatric social work, nutrition counseling, personal styling and professional organizing.

A Postdigital Perspective on Service Work: Salespeople’s Service Encounters in the Connected Store

Covid-19 has disrupted global markets, accelerated the digital transformation of frontline service, and changed how service organisations, frontline service employees, and consumers interact. This article explores how digitalisation is changing retail service work from a postdigital perspective. The article draws on an ethnography of salespeople’s service encounters in speciality chain stores between July 2015 and August 2021. Using a practice theory framework (the theory of practice architectures), the article explores what conditions form salespeople’s service encounters in connected stores and how retail organisations’ digitalisation of frontline service changes salespeople’s practice of service encounters. The contributions of this article to the ongoing debate over the digitalisation of service work are twofold. On the theoretical plane, the article provides an alternative framework to labour process theory for exploring and describing service work organised around digital technologies. Secondly, it uncovers the conditions that are changing salespeople’s practice of service encounters, along with attributes associated with service work and emotional labour skills. The research shows that the connected service encounter is characterised by postdigital dialogue that involves new roles and skills in frontline service work. Overall, the findings contribute to a better understanding of how digitalisation changes action and interaction in service encounters from an employee perspective.

Customer complaints encountered in the online food retail during the COVID-19 intermittent curfew period

Almost everything has changed fundamentally with the coronavirus (COVID-19) epidemic. The pandemic has adversely affected the retail industry and the global economy. After detecting COVID-19, customers’ shopping preferences have moved to popular platforms like online shopping websites. Meanwhile, due to inadequate distribution structures and decentralized supply chain networks of businesses, customers have experienced many failures in service encounters. This study employed a document review method to analyse customer complaints covering common logistic service failures in the food sector during the three months (March, April and May 2020) intermittent curfew period. In addition, using content analysis, “şikayetvar.com” complaints were classified according to the service quality gap model. Since disruptions in the food industry are critical with their stimulating effects on supply chains, this industry has been analysed in detail. In terms of practical contribution, the study introduces an insight to enhance the customer service capabilities of private shopping sites. Furthermore, the theoretical background of the study reveals the service quality dimensions prioritized by customers in the pandemic environment and their critical role in service quality gaps.

Examining the Impact of Perceived Cultural Distance on the Pragmatic Choices of Saudi Customers in Service Encounters

This study examines service encounters in Saudi Arabia from a pragmatic perspective. Its aim is to investigate the possible impact of perceived cultural distance between customers and service providers on pragmatic choices. It specifically examines how Saudi customers construct their service encounters when talking to service providers of the same (versus different) cultural/ethnic background in terms of discourse structure; strategies of request and internal modifications, and stylistic strategies. Three cafés with service providers of three different ethnic/cultural backgrounds are chosen. One has Saudi service providers, the second café has Arab (non-Saudi) service providers, and the third café has non-Arab service providers. Forty socially minimal service encounter interactions that take place in each café are observed and manually recorded. The study uses the framework of ‘rapport management’ by Spencer-Oatey (2002) as its approach for data analysis. The findings indicate that there are differences among the three sets of data in terms of discourse structure, the realization of the speech act of request, and the stylistic aspect of interactions. According to the special nature of service encounters, customers’ pragmatic choices are explained in terms of expressing certain degrees of social distance rather than politeness. More specifically, the closer cultural distance between customers and service providers, the more pragmatic strategies functioning to achieve more closeness and solidarity are employed.

“Making Out” While Driving: Relational and Efficiency Games in the Gig Economy

On-demand or “gig” workers show up to a workplace without walls, organizational routines, managers, or even coworkers. Without traditional organizational scaffolds, how do individuals make meaning of their work in a way that fosters engagement? Prior literature suggests that organizational practices, such as recruitment and socialization, foster group belonging and meaningfulness, which subsequently leads to engagement, and that without these practices alienation and attrition ensue. My four-year qualitative study of workers in the largest sector in the on-demand economy (ridehailing) suggests an alternative and more readily available mechanism of engagement—workplace games. Through interactions with touchpoints—in this context, the customer and the app—individuals turn their work into games they find meaningful, can control, and “win.” In the relational game, workers craft positive customer service encounters, offering gifts and extra services, in the pursuit of high customer ratings, which they track through the app’s rating system. In the efficiency game, workers set boundaries with customers, minimizing any “extra” behavior, in the pursuit of maximizing money per time spent driving and they create their own tracking tools outside the app. Whereas each game resulted in engagement—as workers were trying to “win”—games were associated with two divergent stances or relationships toward the work, with contrasting implications for retention. My findings embed meaning-making in what is fast-becoming the normal workplace, largely solitary and structured by emerging technologies, and holds insights for explaining why people remain engaged in a line of work typically deemed exploitative.

Technology Playfulness and Anxiety as Motivators and Hindrances of SST Adoption: Commercial Banking Sector in Sri Lanka

The swift growth of technological improvements has supported the continuing transformation of the service sector, in its conversion from conventional physical service encounters handled by service professionals into customer-controlled self-service technologies (SSTs). Even though prior research attempts have been made in assessing the acceptance of technology in general, the insufficient focus is placed on self-service technologies. Further, understanding the target customer is crucial with the fierce competition existing in the market sided with the development of technology. Therefore, the purpose of this study is to investigate which elements comprise the customers’ technology playfulness and anxiety and how it influence the use of self-service technologies in the Sri Lankan commercial banking sector. The study undertook a qualitative approach with 50 semi-structured interviews from Western province banking customers who use SSTs utilizing a non-probabilistic purposeful sampling strategy. The data were analyzed using the technique of thematic analysis. The findings revealed “Enjoyment”, “Fun”, “Innovativeness”, “Entertaining”, “Creativity”, “Pleasure” and “Appealing features” as the seven themes of technology playfulness motivating the use of SSTs and “Transaction doubts”, “Elderly difficulties”, “Verification doubts” and “Security doubts” as the four themes of hindering factors towards the use of SSTs in the banking sector. The findings would contribute to the literature gap on the customer movement towards self-service technologies. Insights from the study would support the practitioners in understanding how to improve with the proper use of technology and delivery of self-service technologies in the commercial banking sector of Sri Lanka.