Tangible Service Automation: Decomposing the Technology-Enabled Engagement Process (TEEP) for Augmented Reality

Jonas Heller*, Mathew Chylinski, Ko de Ruyter, Debbie I. Keeling, Tim Hilken, Dominik Mahr

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

33 Citeringar (Scopus)

Sammanfattning

The rise of augmented reality (AR) technology, which overlays digital content to alter customers’ views of a physical service setting, using mobile and wearable computing, drives the digital automation of physical services. In particular, it promises to achieve tangibility even in service encounters delivered in digital formats. However, customer engagement with AR is falling short of expectations. Managers lack an integrated framework of AR service automation and therefore tend to focus on the technology rather than on the process of customer engagement with AR service automation. To address this problem, the current study proposes a technology-enabled engagement process that integrates multiple stages of customer engagement, as a service-centric process. To establish that engagement with AR service automation requires the inclusion of service tangibility, as part of the process, the authors decompose the steps of interactive service engagement, the spatial presence of the service, customers’ emotional and cognitive engagement with the service, and perceived value-in-use, which lead to emergent behavioral forms of engagement.

OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of Service Research
Volym24
Utgåva1
Sidor (från-till)84-103
Antal sidor20
ISSN1094-6705
DOI
StatusPublicerad - 23.06.2021
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi

Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoS: Konkurrensanalys och servicestrategi - Service och kundorienterad ledning

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