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Robotic involvement in the service encounter: a value-centric experience framework and empirical validation
Journal of Service Management ( IF 10.6 ) Pub Date : 2021-06-09 , DOI: 10.1108/josm-12-2020-0448
Laurie Wu , Alei Fan , Yang Yang , Zeya He

Purpose

Taking a mixed-method approach, this research developed and validated a novel, value-centric experience framework delineating robotic involvement in the service encounter and its subsequent impact on customers' experiences.

Design/methodology/approach

Focused on robotic restaurant businesses where robots are mainly involved in food production processes, this research utilized online customer review data and a multistage, mixed-method design for empirical examination. Automated thematic analysis was first adopted to facilitate a comprehensive understanding of the empirical reality as reflected in online customer reviews. Following an analytic induction process, a theoretical framework was developed integrating prior literature with the empirical reality to uncover the relationships across robotic involvement, experiential values and evaluative outcomes. A theory-driven, dictionary-based content analysis together with path analysis further enabled empirical validation of the developed theoretical framework.

Findings

The current research developed and validated a value-centric experience framework to theorize robotic involvement in the service encounter and its downstream impact on customers' experiences. Specifically, this framework conceptualizes robotic involvement as a five-dimensional composition of robotic visibility, competency, performanism, co-creativity and prominence. In addition, the framework specifies seven dimensions of experiential values revolving around high-tech–high-touch robotic service encounters, namely sensorial, utilitarian, hedonic, social, agentic, epistemic and aesthetic values. Following empirical validation, this framework sheds light on robotic involvement and experience design for high-tech–high-touch service businesses aiming to incorporate robots in their service encounters.

Originality/value

Drawing on classic service role theory and consumption value theory, this research developed and validated a novel theoretical model connecting robotic involvement dimensions with experiential consumption values and downstream customer evaluative outcomes. This research and theoretical framework open an exciting avenue for future research in robotic services and customer experiences.



中文翻译:

机器人参与服务遭遇:以价值为中心的体验框架和实证验证

目的

本研究采用混合方法,开发并验证了一种新颖的、以价值为中心的体验框架,描述了机器人参与服务体验及其对客户体验的后续影响。

设计/方法/方法

本研究针对机器人主要参与食品生产过程的机器人餐厅业务,利用在线客户评论数据和多阶段、混合方法设计进行实证检验。首先采用自动化主题分析来促进对在线客户评论中反映的经验现实的全面理解。在分析归纳过程之后,开发了一个理论框架,将先前的文献与经验现实相结合,以揭示机器人参与、体验价值和评估结果之间的关系。理论驱动、基于字典的内容分析与路径分析一起进一步使已开发的理论框架能够得到实证验证。

发现

当前的研究开发并验证了一个以价值为中心的体验框架,以理论化机器人参与服务体验及其对客户体验的下游影响。具体而言,该框架将机器人参与概念化为机器人可见性、能力、表现力、共同创造和突出的五维组合。此外,该框架还规定了围绕高科技高接触机器人服务遭遇的体验价值的七个维度,即感官价值、功利价值、享乐价值、社会价值、代理价值、认知价值和审美价值。经过实证验证,该框架阐明了旨在将机器人纳入其服务体验的高科技高接触服务企业的机器人参与和体验设计。

原创性/价值

本研究借鉴经典服务角色理论和消费价值理论,开发并验证了一种新的理论模型,将机器人参与维度与体验消费价值和下游客户评价结果联系起来。这一研究和理论框架为未来机器人服务和客户体验的研究开辟了一条令人兴奋的途径。

更新日期:2021-06-09
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