AI-chatbots on the services frontline addressing the challenges and opportunities of agency

Chong, Terrence, Yu, Ting, Keeling, Debbie Isobel and de Ruyter, Ko (2021) AI-chatbots on the services frontline addressing the challenges and opportunities of agency. Journal of Retailing and Consumer Services, 63. a102735 1-10. ISSN 0969-6989

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AI-chatbots as frontline agents promise innovative opportunities for shaping service offerings that benefit customers and retailers. Examining current practice through the lens of agency, as defined by Social Cognitive Theory, we present a 3-level classification of AI-chatbot design (anthropomorphic role, appearance and interactivity) and examine how the combination of these three aspects of chatbot design impacts on the complementarities of agency. Recognizing current implementation challenges, we advance that the complementarities of agency at each level are the lynchpin mechanism that translates AI-chatbot design into service relevant outcomes. We develop a research agenda focused on the emotion interface, resolution of the proxy agency dilemma and development of collective agency to support the implementation of AI-chatbots as frontline service agents.

Item Type: Article
Keywords: AI-chatbots, Agency, Proxy agent, Services frontline
Schools and Departments: University of Sussex Business School > Strategy and Marketing
SWORD Depositor: Mx Elements Account
Depositing User: Mx Elements Account
Date Deposited: 19 Aug 2021 07:13
Last Modified: 06 Sep 2021 15:15

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