دانلود مقاله با موضوع برخورد سرویس با مجازی عوامل
در قالب pdf و در 28 اسلاید،قابل ویرایش، شامل:
موضوع به انگلیسی:Service encounters with virtual
agents: an examination of
perceived humanness as a source
of customer satisfaction
بخشی از متن:Abstract
Purpose – Firms have begun to introduce virtual agents (VAs) in service encounters, both in online and
offline environments. Such VAs typically resemble human frontline employees in several ways (e.g. the VAs
may have a gender and a name), which indicates the presence of an assumption by VA designers – and by
firms that employ them – that VA humanness is a positively charged characteristic. This study aims to
address this assumption by examining antecedents to perceived humanness in terms of attribution of agency,
emotionality and morality, and the impact of perceived humanness on customer satisfaction.
Design/methodology/approach – A questionnaire was distributed online to participants who had been
interacting with existing VAs, and they were asked to focus on one of them for this study. The questionnaire
comprised measures of antecedents to perceived humanness of VAs, perceived humanness per se and
customer satisfaction. A structural equation modeling approach was used to assess associations between the
variables.
Findings – Attributions of agency, emotionality and morality to VAs contributed positively to the
perceived humanness of the VAs, and perceived humanness was positively associated with customer
satisfaction.
Research limitations/implications – Additional humanness capabilities should be explored in further
research.
Practical implications – Firms using VAs in service encounters should make attempts to maximize
perceived VA humanness, and this study shows that it may be beneficial if such attempts comprise signals
that VAs have agency, emotionality and morality.
Originality/value – By examining VAs in terms of a set of fundamental human capabilities, the present
study contributes to existing research on human–VA service encounters, which to date has focused on more
superficial VA characteristics (such as if the VAhas a face and gender
