Human–machine engagement (HME) : conceptualization, typology of forms, antecedents and consequences
Azer, Jaylan and Alexander, Matthew (2024) Human–machine engagement (HME) : conceptualization, typology of forms, antecedents and consequences. Journal of Service Research. ISSN 1094-6705 (In Press)
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Abstract
Artificial intelligence (AI) applications in customer-facing settings are growing rapidly. The general shift toward robot- and AI-powered services prompts a reshaping of customer engagement, bringing machines into engagement conceptualizations. In this paper, we build on service research around engagement and AI, incorporating computer science and sociotechnical systems perspective to conceptualize human-machine engagement (HME), offering a typology and nomological network of antecedents and consequences. Through three empirical studies, we develop a typology of four distinct forms of HME (informative, experimenting, praising, apprehensive), which differ in valence and intensity, underpinned by both emotional (excitement) and cognitive (concern, advocacy) drivers. We offer empirical evidence which reveals how these HME forms lead to different cognitive and personalityrelated outcomes for other users (perceived value of HME, perceived risk, affinity with HME) and service providers (willingness to implement in services, perceived value of HME). We also reveal how outcomes for service providers vary with the presence and absence of competitor pressure. Our findings broaden the scope of engagement research to include nonhuman actors and suggest both strategic and tactical guidance to service providers currently using and/or seeking to use generative AI (GenAI) in services alongside an agenda to direct future studies on HME.
ORCID iDs
Azer, Jaylan and Alexander, Matthew ORCID: https://orcid.org/0000-0003-3770-8056;-
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Item type: Article ID code: 90897 Dates: DateEvent17 October 2024Published17 October 2024AcceptedSubjects: Science > Mathematics > Electronic computers. Computer science > Other topics, A-Z > Human-computer interaction
Social Sciences > Commerce > Marketing. Distribution of productsDepartment: Strathclyde Business School > Marketing Depositing user: Pure Administrator Date deposited: 18 Oct 2024 09:09 Last modified: 26 Oct 2024 00:43 URI: https://strathprints.strath.ac.uk/id/eprint/90897