Frontline encounters of the AI kind: An evolved service encounter framework

Published on Aug 1, 2020in Journal of Business Research
· DOI :10.1016/J.JBUSRES.2019.08.038
Stacey G. Robinson8
Estimated H-index: 8
(UA: University of Alabama),
Chiara Orsingher12
Estimated H-index: 12
(UNIBO: University of Bologna)
+ 5 AuthorsMohamed Sobhy Temerak4
Estimated H-index: 4
(UKC: University of Kent)
Abstract Artificial intelligence (AI) is radically transforming frontline service encounters, with AI increasingly playing the role of employee or customer. Programmed to speak or write like a human, AI is poised to usher in a frontline service revolution. No longer will frontline encounters between customer and employee be simply human-to-human; rather, researchers must consider an evolved paradigm where each actor could be either human or AI. Further complicating this 2 × 2 framework is whether the human, either customer or employee, recognizes when they are interacting with a non-human exchange partner. Accordingly, we develop an evolved service encounter framework and, in doing so, introduce the concept of counterfeit service, interspecific service (AI-to-human), interAI service (AI-to-AI), and offer a research agenda focused on the implementation of AI in dyadic service exchanges.
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