Avatar-mediated service encounters: impacts and research agenda

Technology has been expanding the service encounter concept. Avatars, including virtual and robotic avatars, have been gaining popularity as an emerging technology to generate more human-like and even enhanced remote interactions in technology-mediated service encounters. However, service researchers have paid lesser attention to human-controlled avatar technologies compared to service robots as autonomous avatars. In response to the emerging business and research interests, the technology-mediated service encounter model needs to be updated by integrating avatar technologies. To address this gap, this study develops a conceptual framework of avatar-mediated service encounters. This concept amalgamates features of traditional technology-mediated service encounters and service robots from the aspects of service flexibility and interaction modality. The applications of avatar technologies are categorized based on two axes – user type and avatar embodiment type – and the impacts and research agenda are outlined for each category. The proposed framework contributes to improving remote service experiences and realizing resilient service workplaces.