Avatar-mediated service encounters: impacts and research agenda

Abstract

ABSTRACT Technology has been expanding the service encounter concept. Avatars, including virtual and robotic avatars, have been gaining popularity as an emerging technology to generate more human-like and even enhanced remote interactions in technology-mediated service encounters. However, service researchers have paid lesser attention to human-controlled avatar technologies compared to service robots as autonomous avatars. In response to the emerging business and research interests, the technology-mediated service encounter model needs to be updated by integrating avatar technologies. To address this gap, this study develops a conceptual framework of avatar-mediated service encounters. This concept amalgamates features of traditional technology-mediated service encounters and service robots from the aspects of service flexibility and interaction modality. The applications of avatar technologies are categorized based on two axes – user type and avatar embodiment type – and the impacts and research agenda are outlined for each category. The proposed framework contributes to improving remote service experiences and realizing resilient service workplaces.