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AI-chatbots on the services frontline addressing the challenges and opportunities of agency

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  • Chong, Terrence
  • Yu, Ting
  • Keeling, Debbie Isobel
  • de Ruyter, Ko

Abstract

AI-chatbots as frontline agents promise innovative opportunities for shaping service offerings that benefit customers and retailers. Examining current practice through the lens of agency, as defined by Social Cognitive Theory, we present a 3-level classification of AI-chatbot design (anthropomorphic role, appearance and interactivity) and examine how the combination of these three aspects of chatbot design impacts on the complementarities of agency. Recognizing current implementation challenges, we advance that the complementarities of agency at each level are the lynchpin mechanism that translates AI-chatbot design into service relevant outcomes. We develop a research agenda focused on the emotion interface, resolution of the proxy agency dilemma and development of collective agency to support the implementation of AI-chatbots as frontline service agents.

Suggested Citation

  • Chong, Terrence & Yu, Ting & Keeling, Debbie Isobel & de Ruyter, Ko, 2021. "AI-chatbots on the services frontline addressing the challenges and opportunities of agency," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921003015
    DOI: 10.1016/j.jretconser.2021.102735
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    15. Wang, Cuicui & Li, Yiyang & Fu, Weizhong & Jin, Jia, 2023. "Whether to trust chatbots: Applying the event-related approach to understand consumers’ emotional experiences in interactions with chatbots in e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
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    17. Justina Sidlauskiene & Yannick Joye & Vilte Auruskeviciene, 2023. "AI-based chatbots in conversational commerce and their effects on product and price perceptions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
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