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Human augmentation technology as a driver of enhanced service experiences

In: Handbook of Service Experience

Author

Listed:
  • Kentaro Watanabe
  • Bach Quang Ho

Abstract

The application of human augmentation technology (HAT), such as virtual reality, avatar robots, and multimodal sensors, is increasing on service frontlines. To ensure effective use, it is important to take a holistic view of HAT’s role and impact in service encounters. Therefore, this chapter discusses the concept of ‘HAT for service encounters’ and its potential impact on service experiences. Based on a review of existing HAT and frontline service technology studies, a working definition of HAT for service encounters is provided to highlight HAT’s role in enhancing service experiences. A categorical scheme is also introduced to provide an overview of the impacts of different types of HAT (sensory, cognitive, physical, and social) on service encounters and HAT users (frontline employees/customers). This chapter contributes to the theoretical understanding of HAT for service encounters in service research, and its implementation in the service industry.

Suggested Citation

  • Kentaro Watanabe & Bach Quang Ho, 2025. "Human augmentation technology as a driver of enhanced service experiences," Chapters, in: Per Kristensson & Lars Witell & Mohamed Zaki (ed.), Handbook of Service Experience, chapter 14, pages 191-203, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21900_14
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    File URL: https://www.elgaronline.com/doi/10.4337/9781035300198.00022
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