Conversational Agents in Service Context: Towards a Classification of Human-like Design Expectations
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Paper Type
Complete
Description
The increasing application of Conversational Agents (CAs) changes the way customers and businesses interact during a service encounter. For instance, chatbots are the first point of contact for many customers. In this context, prior research has shown that CAs implemented with a human-like design lead to improved service satisfaction, perceived service quality, and trustworthiness, among others. Developers have become accustomed to adopting a one-size-fits-all approach by designing CAs human-like. However, not every human-to-human service requires the same social and human-like interaction (e.g., contract cancelation vs. doctors’ appointment), which has also been shown in current research. At present, existing research lacks a synthesis of the relationship between CA design and service encounter context. Against this background, we conducted a literature review and derive classifications based on the dimensions of service context (professional/private) and human-like design (low/high), which enables the identification of relevant research gaps and related literature.
Paper Number
1041
Recommended Citation
Hildebrandt, Fabian; Lichtenberg, Sascha; Brendel, Alfred Benedikt; Riquel, Johannes; Dechant, David; and Bönig, Fabian, "Conversational Agents in Service Context: Towards a Classification of Human-like Design Expectations" (2023). AMCIS 2023 Proceedings. 2.
https://aisel.aisnet.org/amcis2023/sig_hci/sig_hci/2
Conversational Agents in Service Context: Towards a Classification of Human-like Design Expectations
The increasing application of Conversational Agents (CAs) changes the way customers and businesses interact during a service encounter. For instance, chatbots are the first point of contact for many customers. In this context, prior research has shown that CAs implemented with a human-like design lead to improved service satisfaction, perceived service quality, and trustworthiness, among others. Developers have become accustomed to adopting a one-size-fits-all approach by designing CAs human-like. However, not every human-to-human service requires the same social and human-like interaction (e.g., contract cancelation vs. doctors’ appointment), which has also been shown in current research. At present, existing research lacks a synthesis of the relationship between CA design and service encounter context. Against this background, we conducted a literature review and derive classifications based on the dimensions of service context (professional/private) and human-like design (low/high), which enables the identification of relevant research gaps and related literature.
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