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The human touch vs. AI efficiency: How perceived status, effort, and loyalty shape consumer satisfaction with preferential treatment

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  • Choi, Sunhwa
  • Yi, Youjae
  • Zhao, Xiaohong

Abstract

This research investigates the impact of service agent type, human versus artificial intelligence (AI), on consumer satisfaction with preferential treatment. Through four studies conducted in both online and field settings, we demonstrate that consumers experience greater satisfaction when preferential treatment comes from a human agent compared to an AI agent. This effect is driven by two underlying mechanisms: the perception of elevated status and the perception of greater effort exerted by the supplier. Additionally, the difference in consumer satisfaction between agent types diminishes when consumers have strong prior loyalty to the company. These findings offer theoretical implications and managerial insights.

Suggested Citation

  • Choi, Sunhwa & Yi, Youjae & Zhao, Xiaohong, 2024. "The human touch vs. AI efficiency: How perceived status, effort, and loyalty shape consumer satisfaction with preferential treatment," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002650
    DOI: 10.1016/j.jretconser.2024.103969
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