Customer fairness perceptions in augmented reality-based online services
ISSN: 1757-5818
Article publication date: 7 December 2021
Issue publication date: 3 January 2022
Abstract
Purpose
An increasing number of retailers is trying to stimulate customers by embedding augmented reality (AR) features such as video try-on into the online shopping experience. As such AR-based online services require customers to actively participate in the service provision, this paper aims at investigating fairness perceptions and customer responses associated with AR-enabled customer participation.
Design/methodology/approach
The conceptual framework of this study is based on equity theory. To compare customer responses after an in-store service encounter as opposed to AR-enabled customer participation involving video try-on, this study contains a between-subject online experiment. The effective sample comprises N = 215 participants.
Findings
The data analysis demonstrates that AR-enabled customer participation leads to significantly lower levels of distributive, procedural and price fairness as well as lower engagement intentions than in-store service encounters. Simultaneously, participants in the video try-on scenario report higher negative word-of-mouth (WOM) intentions than in the in-store scenario.
Research limitations/implications
The extra mile customers go when using AR-based online services is reflected in less favorable fairness evaluations.
Practical implications
Service managers should design AR applications in a manner that requires minimum customer participation.
Originality/value
This study contributes to service research by linking AR-enabled customer participation to evaluations of distributive, procedural and price fairness and their outcomes. This is vital to fully exploit the potential of AR in services.
Keywords
Citation
Christ-Brendemühl, S. and Schaarschmidt, M. (2022), "Customer fairness perceptions in augmented reality-based online services", Journal of Service Management, Vol. 33 No. 1, pp. 9-32. https://doi.org/10.1108/JOSM-01-2021-0012
Publisher
:Emerald Publishing Limited
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