Tangible service automation: decomposing the Technology-Enabled Engagement Process (TEEP) for augmented reality

Heller, Jonas, Chylinski, Mathew, de Ruyter, Ko, Keeling, Debbie I, Hilken, Tim and Mahr, Dominik (2020) Tangible service automation: decomposing the Technology-Enabled Engagement Process (TEEP) for augmented reality. Journal of Service Research. pp. 1-20. ISSN 1094-6705

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Abstract

The rise of augmented reality (AR) technology, which overlays digital content to alter customers’ views of a physical service setting, using mobile and wearable computing, drives the digital automation of physical services. In particular, it promises to achieve tangibility even in service encounters delivered in digital formats. However, customer engagement with AR is falling short of expectations. Managers lack an integrated framework of AR service automation and therefore tend to focus on the technology rather than on the process of customer engagement with AR service automation. To address this problem, the current study proposes a technology-enabled engagement process that integrates multiple stages of customer engagement, as a service-centric process. To establish that engagement with AR service automation requires the inclusion of service tangibility, as part of the process, the authors decompose the steps of interactive service engagement, the spatial presence of the service, customers’ emotional and cognitive engagement with the service, and perceived value-in-use, which lead to emergent behavioral forms of engagement.

Item Type: Article
Keywords: Technology-Enabled Engagement Process, Augmented Reality, Engagement Behaviours, Service Tangibility, Service Automation
Schools and Departments: University of Sussex Business School > Strategy and Marketing
SWORD Depositor: Mx Elements Account
Depositing User: Mx Elements Account
Date Deposited: 12 May 2020 14:05
Last Modified: 02 Jul 2020 09:45
URI: http://sro.sussex.ac.uk/id/eprint/91224

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