Artificial intelligence (AI) has the potential to facilitate service provision and forms the basis for various smart services, such as augmented reality (AR) apps. The purpose of this study is to investigate the guiding help of an AR app in elaborate servicescapes, which typically constitute complex environments. The study examines how an AR guidance app impacts service evaluation.,This research conducted a field experiment during a trade fair. It employed a two-group between-subjects design (AR app vs traditional 2D map) in order to examine how guidance through complex environments affects overall service satisfaction. Hypotheses were tested through analysis of covariance (ANCOVA), moderated regression, and PROCESS.,The results reveal that an AR app compared to a traditional 2D map leads to significantly higher overall service satisfaction. This relationship is mediated by perceived complexity reduction. Moreover, perceived behavioral control acts as a moderator. Further, the usage of an AR app tends to improve customer loyalty.,Managers learn whether it is worthwhile to employ AR apps in elaborate service environments as well as how to implement them.,By conducting a field experiment and examining a concrete AI-based smart service (i.e. an AR app), this research adds to the AI literature, which has been mostly conceptual, and contributes to the underexamined field of elaborate servicescapes.

中文翻译：

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精心设计的服务环境中增强现实对整体服务满意度的影响

人工智能（AI）具有促进服务提供的潜力，并构成了各种智能服务（如增强现实（AR）应用程序）的基础。这项研究的目的是研究在复杂的服务场景（通常构成复杂的环境）中AR应用程序的指导帮助。该研究考察了AR指导应用程序如何影响服务评估。该研究在交易会上进行了现场试验。它采用两组对象间设计（AR应用程序与传统2D地图）来检查复杂环境中的指导如何影响整体服务满意度。通过协方差分析（ANCOVA），温和回归和PROCESS对假设进行了测试。结果表明，与传统2D地图相比，AR应用程序可显着提高整体服务满意度。这种关系是通过降低复杂性来实现的。此外，感知的行为控制充当主持人。此外，使用AR应用程序往往会提高客户忠诚度。经理们了解是否值得在精致的服务环境中使用AR应用程序以及如何实施它们。通过进行现场实验并研究基于AI的具体方法智能服务（即AR应用程序），这项研究增加了AI文献，这些文献大多是概念性的，并为精心设计的服务场景的未充分研究做出了贡献。