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Anthropomorphism of AI-based Intelligent Customer Service, and Its Affective and Behavioral Consequences

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Title:Anthropomorphism of AI-based Intelligent Customer Service, and Its Affective and Behavioral Consequences
Authors:Chang-Chien, Yu-Ting
Cheng, Jacob Chun
Hsu, Shih-Chieh
Yeh, Yi Wen
Keywords:Service Science
cognitive-affective-behavioral framework
intelligent customer service quality (icsq)
perceived anthropomorphism
Date Issued:04 Jan 2022
Abstract:Recently, as many users turn to social media to interact with service providers, organizations apply Artificial intelligence (AI) to improve the efficiency and effectiveness of the operation. This type of customer service system is called intelligent customer service (ICS) which one of the most commonly adopted tools is chatbot. Since chatbot is AI-empowered, whether this system can effectively interact with customers and solve their problems is critical. However, the quality of ICS has received significant attention recently, and a lack of systematic study on the outcomes of anthropomorphism leaves this question unanswered in an ICS context. Based on a cognitive-affective-behavioral framework, this study attempts to understand whether anthropomorphism can promote desired behaviors (including usage and citizen-ship behaviors) through enhancing affective out-comes, such as satisfaction and identity. Data collected from 183 chatbot-ICS users, this study illustrates how anthropomorphism can increase quality, enhance satisfaction and identity. Furthermore, we also show that satisfaction and identity lead to further usage and citizenship behaviors. This highlights the importance of increasing anthropomorphism for the chatbot-ICS.
Pages/Duration:10 pages
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
Appears in Collections: Service Science

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