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ai机器人与员工服务失败对顾客抱怨的影响差异
首发时间：2024-06-12
摘要：随着人工智能技术的快速发展，虽然在餐饮等服务行业中，提供服务的ai机器人数量不断增加，但ai机器人出现服务失误的情景时有发生。关于ai机器人与服务员工服务失败如何影响顾客行为？以及影响是否有差异？现有研究探讨还不够深入细致。因此，基于"失败-威胁-抱怨"框架，本文探究了ai机器人与服务员工服务失败对顾客抱怨意向的差异意向以及作用机制，采用以餐饮行业为背景的情景模拟实验法，两项实验研究结果表明：相较于ai机器人服务失败，员工服务失败对顾客抱怨意向的影响更大，顾客自尊威胁感知在其中起中介作用。同时，ai机器人与服务员工服务失败对顾客自尊威胁感知的影响受到服务接触程度的调节，即当服务接触程度较低时，相较于服务人员服务失败，ai机器人服务失败会提高顾客自尊威胁感知；当服务接触程度较高时，相较于ai机器人服务失败，服务人员服务失败会提高顾客自尊威胁感知。本研究拓展了有利于拓展深化ai机器人与服务员工服务失败对顾客感知和反应的影响研究，亦为企业有效管理顾客抱怨等提供了实践启示。
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the difference in the effect of ai robot and employee service failure on customer complaint
abstract：with the rapid development of artificial intelligence (ai) technology, although the number of ai robots providing services is increasing in service industries such as restaurants, scenarios of ai robots with service failures occur from time to time. how do service failures of ai robots and service employees affect customer behavior? and is there a difference in impact? existing studies have not explored this in sufficient detail. therefore, based on the "failure-threat-complaint" framework, this paper explores the difference in intention and mechanism between ai robots and service employees\' service failures on customers\' intention to complain, and adopts a scenario simulation experiment in the context of the catering industry, and the results of the two experimental studies show that, compared with the service failures of the ai robots, the impact of employees\' service failures on customers\' intention to complain is greater, and the impact of employees\' service failures on customers\' intention to complain is greater. customer complaint intention is more influential, and customer self-esteem threat perception plays a mediating role. meanwhile, the effects of ai robot and service employee service failures on customer self-esteem threat perceptions were moderated by the level of service contact, i.e., when the level of service contact was low, ai robot service failures increased customer self-esteem threat perceptions compared to service employee service failures; when the level of service contact was high, service employee service failures increased customer self-esteem threat perceptions compared to ai robot service failures. this study expands the research on the effects of ai robot and service employee service failures on customer perceptions and reactions, and also provides practical insights for organizations to effectively manage customer complaints, etc.
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ai机器人与员工服务失败对顾客抱怨的影响差异
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