Engaging and retaining customers with AI and employee service
Article
Article Title | Engaging and retaining customers with AI and employee service |
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ERA Journal ID | 19837 |
Article Category | Article |
Authors | Prentice, Catherine (Author) and Nguyen, Mai (Author) |
Journal Title | Journal of Retailing and Consumer Services |
Journal Citation | 56, pp. 1-13 |
Article Number | 102186 |
Number of Pages | 13 |
Year | 2020 |
Publisher | Elsevier |
Place of Publication | United Kingdom |
ISSN | 0969-6989 |
1873-1384 | |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jretconser.2020.102186 |
Web Address (URL) | https://www.sciencedirect.com/science/article/pii/S0969698920306184 |
Abstract | Artificial intelligence (AI) permeates in service organisations as a tool to enhance operational efficiency and improve customer experience. Reports show that most consumers prefer human interactions with service employees. Drawing on this observation, the current study examines how customers' service experiences with employees and AI influence customer engagement and loyalty. Customers’ emotional intelligence is proposed as a moderator between service experience and customer engagement. The study was conducted with hotel customers in Australia. The results show that whilst both service experience with employees and AI are significantly related to customer engagement and loyalty, only certain dimensions make significant unique variances in the outcome variables. The findings indicate that customers prefer employee service. These service experiences also have significant partial mediation effects on customer loyalty. Emotional intelligence has a significant moderation effect on customer engagement. Discussion of these findings and implications derived from this study concludes this paper. |
Keywords | Artificial intelligence; Customer engagement; Customer loyalty; Emotional intelligence; Service experience |
ANZSRC Field of Research 2020 | 350799. Strategy, management and organisational behaviour not elsewhere classified |
350699. Marketing not elsewhere classified | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Griffith University |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q7834/engaging-and-retaining-customers-with-ai-and-employee-service
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