AI Customer Service: Task Complexity, Problem-Solving Ability, and Usage Intention:

Published on Nov 1, 2020in Australasian Marketing Journal (amj)
· DOI :10.1016/J.AUSMJ.2020.03.005
Yingzi Xu2
Estimated H-index: 2
(AUT: Auckland University of Technology),
Yingzi Xu10
Estimated H-index: 10
(AUT: Auckland University of Technology)
+ 1 AuthorsI-Ling Ling1
Estimated H-index: 1
(KMU: Kaohsiung Medical University)
Source
Abstract
Abstract Artificial intelligence (AI) in the context of customer service, we define as a technology-enabled system for evaluating real-time service scenarios using data collected from digital and/or physical sources in order to provide personalised recommendations, alternatives, and solutions to customers’ enquiries or problems, even very complex ones. We examined, in a banking services context, whether consumers preferred AI or Human online customer service applications using an experimental design across three field-based experiments. The results show that, in the case of low-complexity tasks, consumers considered the problem-solving ability of AI to be greater than that of human customer service and were more likely to use AI while, conversely, for high-complexity tasks, they viewed human customer service as superior and were more likely to use it than AI. Moreover, we found that perceived problem-solving ability mediated the effects of customers’ service usage intentions (i.e., their preference for AI vs. Human) with task complexity serving as a boundary condition. Here we discuss our research and the results and conclude by offering practical suggestions for banks seeking to reach customers and engage with them more effectively by leveraging the distinctive features of AI customer service.
📖 Papers frequently viewed together
2015
2 Authors (Morteza Saberi, ..., Zahra Saberi)
2 Citations
9 Citations
2016CIKM: Conference on Information and Knowledge Management
2 Citations
References64
Newest
#1Li Xiao (Fudan University)H-Index: 1
#2Vikas Kumar (J. Mack Robinson College of Business)H-Index: 82
Last. Vinod Kumar (J. Mack Robinson College of Business)H-Index: 26
view all 2 authors...
We propose a conceptual framework that includes the antecedents and consequences of firms’ adopting and integrating robotics into their customer service operations. Drawing insights from literature...
8 CitationsSource
#1Mia Hsiao-Wen Ho (NSYSU: National Sun Yat-sen University)H-Index: 4
#1Mia Hsiao-Wen Ho (NSYSU: National Sun Yat-sen University)H-Index: 2
Last. Chun-Chen Chiu (NSYSU: National Sun Yat-sen University)H-Index: 1
view all 4 authors...
Abstract This study aims to understand how e-commerce firms can operate more effectively within the context of a multi-actor service eco-system by examining the factors contributing to their firms’ performance. Due to their multidirectional information and business exchanges through the worldwide internet cloud these firms are often characterized by network-based operations and collaborative systems. We investigate how multiple participants, namely employees, business partners, focal and fellow ...
9 CitationsSource
#1Wenjuan Fan (Hefei University of Technology)H-Index: 11
#2Liu Jingnan (Hefei University of Technology)H-Index: 1
Last. Panos M. Pardalos (UF: University of Florida)H-Index: 98
view all 4 authors...
Compared to the booming industry of AIMDSS, the usage of AIMDSS among healthcare professionals is relatively low in the hospital. Thus, a research on the acceptance and adoption intention of AIMDSS by health professionals is imperative. In this study, an integration of Unified theory of user acceptance of technology and trust theory is proposed for exploring the adoption of AIMDSS. Besides, two groups of additional factors, related to AIMDSS (task complexity, technology characteristics, and perc...
25 CitationsSource
#1Vinh Nhat LuH-Index: 15
#2Jochen WirtzH-Index: 65
Last. Paul G. PattersonH-Index: 49
view all 7 authors...
Purpose – Robots are predicted to have a profound impact on the service sector. The emergence of robots has attracted increasing interest from business scholars and practitioners alike. In this article, we undertake a systematic review of the business literature about the impact of service robots on customers and employees with the objective of guiding future research. Design/methodology/approach – We analyzed the literature on service robots as they relate to customers and employees in business...
30 CitationsSource
#1J. Stewart Black (Ad: INSEAD)H-Index: 37
#2Patrick van Esch (AUT: Auckland University of Technology)H-Index: 11
Abstract AI-enabled recruiting systems have evolved from nice to talk about to necessary to utilize. In this article, we outline the reasons underlying this development. First, as competitive advantages have shifted from tangible to intangible assets, human capital has transitioned from supporting cast to a starring role. Second, as digitalization has redesigned both the business and social landscapes, digital recruiting of human capital has moved from the periphery to center stage. Third, recen...
19 CitationsSource
#1Roland T. Rust (UMD: University of Maryland, College Park)H-Index: 77
Abstract The main thesis of this article is that several long-term trends are reshaping marketing and forcing marketing managers to change radically to keep up. These long-term trends are technological, socioeconomic and geopolitical. Advances in technology, in particular, are having a profound impact on marketing, resulting in the deepening of customer relationships and the continuous expansion of the service economy. Artificial intelligence, big data, the Internet, and the expansion of network...
26 CitationsSource
#1Patrick van Esch (AUT: Auckland University of Technology)H-Index: 11
#2J. Stewart Black (Ad: INSEAD)H-Index: 37
Abstract Recruiting talent has moved from a tactical HR activity to a strategic business priority. This has been driven by shifts in the source of firm value and competitive advantage and the critical role of human capital in those shifts. Technological advances have moved digital, AI-enabled recruiting from a peripheral curiosity to a critical capability. However, we know little about candidates' reactions to AI-enabled recruiting. Consequently, in this study, we examine the role of social medi...
16 CitationsSource
The quality of people life and efficiency of banks can be improved by mobile banking (m-banking). The long-term success of m-banking depends on its constant use. The purpose of this paper is to investigate the determinants of m-banking continuance intention to use, using the technology continuance theory (TCT) by including the self-efficacy and channel preference.,Empirical data from 369 Malaysian users who had prior experience with mobile banking were analysed, using partial least squares techn...
20 CitationsSource
#1Tetsuya Tanioka (Our Lady of Fatima University)H-Index: 1
#1Tetsuya Tanioka (University of Tokushima)H-Index: 10
Last. Savina O. SchoenhoferH-Index: 9
view all 6 authors...
: Human caring, founded on a Japanese caring perspective and nursing theory, fosters innovative and creative ideas for an aging society. The growing reality of health care dependency on technology presents a temptation to give robots utility as partners in nursing practice. Human caring expressed in human-to-human relationships, and also between humans and nonhumans, is a futuristic model for health care, with humanoid robots as major supporters. The purpose of this article is to explore this di...
8 CitationsSource
#1Patrick van Esch (USYD: University of Sydney)H-Index: 11
#2J. Stewart Black (Ad: INSEAD)H-Index: 37
Last. Joseph Ferolie (Moravian College)H-Index: 1
view all 3 authors...
Abstract Organizations are beginning to adopt and capitalize on the functionality of AI in their recruitment processes. However, little is known about how potential candidates regard the use of AI as part of the recruitment process and whether or not it influences their likelihood to apply for a job. Our research finds that attitudes towards organizations that use AI in the recruitment process, significantly influences the likelihood that potential candidates will complete the application proces...
38 CitationsSource
Cited By12
Newest
Artificial Intelligence has been a growth catalyst to our society and is cosidered across all idustries as a fundamental technology. However, its development has been limited to the signal processing domain that relies on the generated and collected data from other sensors. In recent research, concepts of Digital Artificial Intelligence and Physicial Artifical Intelligence have emerged and this can be considered a big step in the theoretical development of Artifical Intelligence. In this paper w...
#1Patrick van Esch (AUT: Auckland University of Technology)H-Index: 11
#2Yuanyuan (Gina) Cui (AUT: Auckland University of Technology)H-Index: 4
Last. Shailendra Pratap Jain (UW: University of Washington)H-Index: 14
view all 3 authors...
Source
#1Nurhafihz Noor (University of Adelaide)
#2Sally Rao Hill (University of Adelaide)H-Index: 12
Last. Indrit Troshani (University of Adelaide)H-Index: 18
view all 3 authors...
Artificial intelligence service agents (AISA), such as chatbots and virtual assistants, are becoming increasingly pervasive in service. Research to date has not adequately addressed how the unique ...
Source
#1Asad Hassan Butt (DUFE: Dongbei University of Finance and Economics)H-Index: 2
#2Hassan Ahmad (DUFE: Dongbei University of Finance and Economics)H-Index: 3
Last. Muhammad Nouman Shafique (Gomal University)H-Index: 2
view all 5 authors...
Artificial intelligence (AI) tools have altered the gaming industry, thanks to their newly incepted functionalities, which have enhanced the consumer experience. Building on innovation diffusion theory, technology acceptance model, and flow theory, this study highlights an AI-powered avatar concept. This study explores the roles of perceived easiness, usefulness, advantage, compatibility, enjoyment, customization, and interactivity in forming the gamers' intention to play with AI-powered avatars...
2 CitationsSource
#1Reza Ashari Nasution (ITB: Bandung Institute of Technology)H-Index: 5
#2Devi Arnita (ITB: Bandung Institute of Technology)H-Index: 1
Last. Dwine Fatimah Azzahra (ITB: Bandung Institute of Technology)
view all 3 authors...
Current research suggests that individual readiness toward technology plays a significant factor in the acceptance of technology products and applications. However, the current measure of technolog...
Source
#1Jeandri Robertson (UCT: University of Cape Town)H-Index: 5
#2Caitlin Ferreira (UCT: University of Cape Town)H-Index: 5
Last. Jeannette Paschen (Kwantlen Polytechnic University)H-Index: 9
view all 3 authors...
A customer?s experience with a brand, as evidenced in online customer reviews, has attracted multidisciplinary scholarly attention Customer experience plays an important role as an antecedent to brand engagement, brand adoption, and eventual brand loyalty Thus, it is important for businesses to understand their customers? experiences so that they can make changes as necessary The COVID-19 pandemic has brought unprecedented changes to the business landscape, forcing businesses to move online, wit...
Source
#1Shelly Rodgers (MU: University of Missouri)H-Index: 23
Of all the technological advances in advertising, none are perhaps more exciting than artificial intelligence (AI). However, couched within this excitement is a multitude of questions: What is AI a...
Source
Abstract Artificial intelligence (AI) has emerged as a promising and increasingly available technology for managerial decision-making. With the adoption of AI-enabled software, organizations can leverage various benefits of the technology; however, they also have to consider intended and unintended consequences of using the technology for managerial roles. It is still unclear whether managers will benefit from enhancing their abilities with AI-enabled software or become powerless puppets that an...
Source
#1Patrick van Esch (AUT: Auckland University of Technology)H-Index: 11
#2Yuanyuan (Gina) Cui (AUT: Auckland University of Technology)H-Index: 4
Last. Shailendra Pratap Jain (UW: University of Washington)H-Index: 14
view all 3 authors...
Artificial intelligence (AI) has penetrated the marketing landscape and is having a profound impact on businesses’ communication strategies. With AI coming under the spotlight, we know surprisingly...
2 CitationsSource
Source