Comprehending roles of virtual service assistant’s warmth and competence for service co-creation versus service recovery

IF 3.8 4区管理学 Q2 BUSINESS Journal of Services Marketing Pub Date : 2024-08-13 DOI:10.1108/jsm-01-2024-0020

Gunjan Dandotiya, Juhi Gahlot Sarkar, Abhigyan Sarkar

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Abstract

Purpose

Based on the stereotype content model (SCM), this study aims to enrich comprehension of virtual service assistant (VSA)-enabled service delivery through two pivotal avenues. Firstly, it aims to conceptualize and test the fundamental mechanism underlying how businesses deploy services using VSAs. Secondly, this study explores whether the paradigms of service co-creation versus service recovery differentially impact customers’ perceptions of warmth and competence in VSA-enabled service delivery.

Design/methodology/approach

This study used a one-factorial (service paradigm: service co-creation vs service recovery) field experiment. Covariance-based structural equation modelling was used to analyze the data.

Findings

The results show that VSA service quality dimensions impact satisfaction for service co-creation and both trust and satisfaction for service recovery. The stronger link that mediates this effect is competence for service co-creation and warmth for service recovery.

Originality/value

This research extends the understanding of SCM to VSA-enabled services and shows the asymmetries of mediation between the paradigms of service co-creation versus service recovery to suggest the most effective approach for VSAs to successfully meet customer requirements for establishing trust and satisfaction.

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理解虚拟服务助理的热情和能力在服务共创与服务恢复中的作用

目的本研究以定型内容模型（SCM）为基础，旨在通过两个关键途径丰富对虚拟服务助理（VSA）提供服务的理解。首先，本研究旨在构思和检验企业如何利用虚拟服务助理部署服务的基本机制。其次，本研究探讨了服务共创范式与服务恢复范式是否会对客户对 VSA 服务提供中的热情和能力感知产生不同影响。结果研究结果表明，VSA 服务质量维度对服务共创的满意度有影响，对服务恢复的信任度和满意度也有影响。原创性/价值这项研究将对供应链管理的理解扩展到了 VSA 支持的服务，并显示了服务共创与服务恢复范式之间的非对称中介作用，从而为 VSA 成功满足客户建立信任和满意度的要求提出了最有效的方法。

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来源期刊

Journal of Services Marketing BUSINESS-

CiteScore

7.80

自引率

20.50%

发文量

期刊介绍： ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.