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

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  • Robinson, Stacey
  • Orsingher, Chiara
  • Alkire, Linda
  • De Keyser, Arne
  • Giebelhausen, Michael
  • Papamichail, K. Nadia
  • Shams, Poja
  • Temerak, Mohamed Sobhy

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.

Suggested Citation

  • Robinson, Stacey & Orsingher, Chiara & Alkire, Linda & De Keyser, Arne & Giebelhausen, Michael & Papamichail, K. Nadia & Shams, Poja & Temerak, Mohamed Sobhy, 2020. "Frontline encounters of the AI kind: An evolved service encounter framework," Journal of Business Research, Elsevier, vol. 116(C), pages 366-376.
    • Handle: RePEc:eee:jbrese:v:116:y:2020:i:c:p:366-376
    DOI: 10.1016/j.jbusres.2019.08.038
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