JRCS Accepted Version 2021-08-18.pdf (672.3 kB)
AI-chatbots on the services frontline addressing the challenges and opportunities of agency
journal contribution
posted on 2023-06-10, 00:40 authored by Terrence Chong, Ting Yu, Debbie KeelingDebbie Keeling, Ko de RuyterAI-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.
History
Publication status
- Published
File Version
- Accepted version
Journal
Journal of Retailing and Consumer ServicesISSN
0969-6989Publisher
ElsevierExternal DOI
Volume
63Page range
1-10Article number
a102735Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2021-08-19First Open Access (FOA) Date
2023-03-01First Compliant Deposit (FCD) Date
2021-08-18Usage metrics
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