University of Sussex
Browse
1094670520933692.pdf (432.84 kB)

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

Download (432.84 kB)
Version 2 2023-06-07, 08:46
Version 1 2023-06-07, 06:59
journal contribution
posted on 2023-06-07, 08:46 authored by Jonas Heller, Mathew Chylinski, Ko de Ruyter, Debbie KeelingDebbie Keeling, Tim Hilken, Dominik Mahr
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.

History

Publication status

  • Published

File Version

  • Published version

Journal

Journal of Service Research

ISSN

1094-6705

Publisher

SAGE Publications

Issue

1

Volume

24

Page range

84-103

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2020-05-12

First Open Access (FOA) Date

2020-07-02

First Compliant Deposit (FCD) Date

2020-05-11

Usage metrics

    University of Sussex (Publications)

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC