Case Study #1

publication_type: Journal Article

title: AI-based chatbots in customer service and their effects on user compliance

volume: 31

number: 2

doi: 10.1007/S12525-020-00414-7

abstract: Communicating with customers through live chat interfaces has become an
increasingly popular means to provide real-time customer service in many e-commerce
settings. Today, human chat service agents are frequently replaced by conversational
software agents or chatbots, which are systems designed to communicate with human users
by means of natural language often based on artificial intelligence (AI). Though cost- and
time-saving opportunities triggered a widespread implementation of AI-based chatbots, they
still frequently fail to meet customer expectations, potentially resulting in users being less
inclined to comply with requests made by the chatbot. Drawing on social response and
commitment-consistency theory, we empirically examine through a randomized online
experiment how verbal anthropomorphic design cues and the foot-in-the-door technique
affect user request compliance. Our results demonstrate that both anthropomorphism as well
as the need to stay consistent significantly increase the likelihood that users comply with a
chatbot’s request for service feedback. Moreover, the results show that social presence
mediates the effect of anthropomorphic design cues on user compliance.

year: 2020

journal: Electronic Markets

authors: Martin Adam, Michael Wessel, Alexander Benlian

first_page: 427

last_page: 445

url: [Link]

Summarized Abstract: - The paper explores the use of AI-based chatbots in customer
service and their impact on user compliance. - It investigates how verbal anthropomorphic
design cues and the foot-in-the-door technique influence user compliance with chatbot
requests for service feedback.

Future Research: - Investigating the long-term effects of user compliance with AI-based
chatbots on customer satisfaction and loyalty in e-commerce settings. - Exploring the impact
of different verbal anthropomorphic design cues on user behavior and compliance with
chatbots across various industries beyond customer service.

Dependent Variables: - User compliance with a chatbot's request for service feedback -
Social presence as a mediator of the effect of anthropomorphic design cues on user
compliance
Independent Variables: - Verbal anthropomorphic design cues: The study focused on
examining the effects of different levels of anthropomorphic conversational agents (CAs) on
user compliance, specifically looking at how the design cues influenced user behavior. -
Foot-in-the-door technique: The research also investigated the impact of the foot-in-the-door
technique on user compliance with chatbot requests, aiming to understand how this strategy
affected user behavior in the context of AI-based chatbot interactions.

Problem Statement: - The paper discusses the problem of AI-based chatbots frequently
failing to meet customer expectations, potentially leading to users being less inclined to
comply with requests made by the chatbot. - The study aims to empirically examine how
verbal anthropomorphic design cues and the foot-in-the-door technique affect user request
compliance in the context of AI-based chatbots in customer service.

Methods Used: - The paper utilized a randomized online experiment to empirically examine
the effects of verbal anthropomorphic design cues and the foot-in-the-door technique on user
request compliance in the context of AI-based chatbots in customer service. - The study
focused on how anthropomorphism and consistency influence user compliance with a
chatbot's request for service feedback, with results showing that both factors significantly
increase the likelihood of users complying with the chatbot's requests.

Limitations: - The study focused on the effects of verbal anthropomorphic design cues on
user compliance, potentially limiting the exploration of other factors that could influence user
behavior towards AI-based chatbots. - The research conducted a randomized online
experiment, which may not fully capture the complexity and nuances of real-life customer
interactions with AI-based chatbots in various e-commerce settings.

Objectives: - The research objectives of this paper are to empirically examine how verbal
anthropomorphic design cues and the foot-in-the-door technique affect user request
compliance in the context of AI-based chatbots in customer service. - The study aims to
investigate how both anthropomorphism and the need for consistency influence the likelihood
that users comply with a chatbot's request for service feedback, with a focus on the mediating
role of social presence.

Research Gap: - The paper highlights the need for further research on the effects of
different levels of anthropomorphic design cues in AI-based chatbots, particularly focusing
on verbal cues such as identity, small talk, and empathy, which have not been scientifically
considered in chatbot interactions before. - Another research gap identified is the exploration
of how social presence mediates the effect of anthropomorphic design cues on user
compliance, indicating a need for more studies to delve into this relationship in the context of
customer service chatbots.

Findings: - The research findings of the paper indicate that both verbal anthropomorphic
design cues and the need for users to stay consistent significantly increase the likelihood of
users complying with a chatbot's request for service feedback. - The results also show that
social presence mediates the effect of anthropomorphic design cues on user compliance,
suggesting that the perceived social presence of the chatbot influences user behavior in
interacting with the AI-based system.

Results: - The results of the paper indicate that both anthropomorphic design cues and the
need for consistency significantly increase the likelihood of users complying with a chatbot's
request for service feedback. - The study also found that social presence plays a mediating
role in the effect of anthropomorphic design cues on user compliance with the chatbot's
requests.

Conclusions: - Anthropomorphism in chatbot design cues and the foot-in-the-door technique

were found to significantly increase user compliance with requests made by the chatbot in
terms of providing service feedback. - The study also revealed that social presence plays a
mediating role in the effect of anthropomorphic design cues on user compliance with the
chatbot's requests.

Population Sample: - The population sample size in the study was not explicitly mentioned
in the provided text. - The sampling method used in the study was a randomized online
experiment, where participants were likely randomly assigned to different conditions to test
the effects of verbal anthropomorphic design cues and the foot-in-the-door technique on user
compliance.
Case Study #2
publication_type: Journal Article

title: Managing B2B customer journeys in digital era: Four management activities with
artificial intelligence-empowered tools

volume: 104

number: N/A

doi: 10.1016/[Link].2022.04.014

abstract: N/A

year: 2022

journal: Industrial Marketing Management

authors: Sami Rusthollkarhu, Sebastian Toukola, Leena Aarikka-Stenroos, Tommi

Mahlamäki

first_page: 241

last_page: 257

url: N/A

Summarized Abstract: - The paper discusses the management of B2B customer journeys in
the digital era, focusing on four key management activities that utilize artificial intelligence-
empowered tools. - The abstract highlights the importance of leveraging AI tools to enhance
customer journey management, improve customer experience, and drive business growth in
the B2B sector.

Future Research: - Investigating the effectiveness of artificial intelligence-empowered tools

in managing B2B customer journeys over an extended period of time to assess long-term
impacts and benefits. - Exploring the integration of other emerging technologies, such as
blockchain or virtual reality, with artificial intelligence tools to enhance B2B customer
journey management further.

Dependent Variables: - The study focuses on measuring the impact of artificial

intelligence-empowered tools on customer journey management in the B2B context. -
Dependent variables in the study may include customer satisfaction, customer loyalty,
customer retention rates, and overall customer experience in the B2B sector.

Independent Variables: - The study utilizes artificial intelligence-empowered tools as

independent variables to manage B2B customer journeys in the digital era. - These tools are
employed in four management activities aimed at enhancing the customer journey experience
in the business-to-business context.

Problem Statement: - The paper discusses the challenge of managing B2B customer
journeys in the digital era, highlighting the need for effective management activities to
navigate the complexities of the modern business landscape. - It addresses the issue of
leveraging artificial intelligence-empowered tools to enhance B2B customer journey
management, emphasizing the importance of utilizing advanced technologies to optimize
customer interactions and experiences.

Methods Used: - The paper discusses four management activities for managing B2B
customer journeys in the digital era, utilizing artificial intelligence-empowered tools. - The
methods used in the paper involve leveraging artificial intelligence to enhance customer
journey management, focusing on activities such as customer segmentation, personalized
content delivery, predictive analytics, and real-time customer engagement.

Limitations: - One limitation mentioned in the paper is the challenge of integrating AI-
empowered tools into existing B2B customer journey management systems. This integration
process may require significant resources, time, and expertise to ensure seamless operation
and effectiveness. - Another limitation highlighted in the paper is the potential for data
privacy and security concerns when utilizing AI in managing B2B customer journeys.
Organizations need to address these issues to maintain trust with their customers and comply
with regulations.

Objectives: - To explore the role of artificial intelligence-empowered tools in managing

B2B customer journeys in the digital era. - To identify and analyze four key management
activities that can be enhanced through the use of artificial intelligence in the context of B2B
customer journeys.

Research Gap: - The paper highlights a research gap in the area of B2B customer journey
management, specifically in terms of the lack of comprehensive frameworks that integrate
AI-empowered tools for managing customer journeys effectively. - Another research gap
identified in the paper is the need for further exploration into the impact of AI technologies
on customer journey management strategies and outcomes in the digital era.

Findings: - The paper discusses four management activities for managing B2B customer
journeys in the digital era using artificial intelligence-empowered tools. - The research
findings highlight the importance of leveraging AI tools in activities such as customer
journey mapping, customer segmentation, content personalization, and performance
measurement to enhance B2B customer experiences.

Results: - The paper discusses four management activities that can be enhanced with
artificial intelligence-empowered tools in order to manage B2B customer journeys in the
digital era. - The results highlight the importance of utilizing AI tools in managing customer
journeys effectively, emphasizing the potential benefits and improvements that can be
achieved through their implementation.

Conclusions: - The paper highlights four key management activities for managing B2B
customer journeys in the digital era, utilizing artificial intelligence-empowered tools. - It
emphasizes the importance of leveraging AI tools to enhance customer experience, optimize
marketing strategies, personalize interactions, and improve overall business performance in
the B2B sector.

Population Sample: N/A

Case Study #3
publication_type: Journal Article

title: The new wave of AI-powered luxury brands online shopping experience: The role of
digital multisensory cues and customers’ engagement

volume: 72

number: N/A

doi: 10.1016/[Link].2023.103273

abstract: N/A

year: 2023

journal: Journal of Retailing and Consumer Services

authors: Muhammad Sabbir Rahman, Surajit Bag, Md. Afnan Hossain, Fadi Abdel Muniem
Abdel Fattah, M. Osman Gani, Nripendra P. Rana

first_page: 103273

last_page: 103273

url: N/A

Summarized Abstract: - The paper explores the impact of AI-powered luxury brands on the
online shopping experience, focusing on the role of digital multisensory cues in enhancing
customer engagement. - The study highlights how these digital cues, such as personalized
recommendations and interactive interfaces, contribute to creating a more immersive and
interactive shopping experience for customers, ultimately leading to increased engagement
and satisfaction.

Future Research: - Investigating the long-term effects of AI-powered luxury brands on

customer loyalty and repeat purchases. - Exploring the impact of different types of digital
multisensory cues on customers' emotional responses and purchase behavior in online luxury
shopping.

Dependent Variables: - The dependent variables used in the study include customers'
engagement with AI-powered luxury brands' online shopping experience. - Another
dependent variable is the impact of digital multisensory cues on customers' behavior and
perception during the online shopping process.

Independent Variables: - The independent variables used in the study are digital
multisensory cues. - Another independent variable is customers' engagement.

Problem Statement: - The paper discusses the need for luxury brands to enhance their
online shopping experience through the use of AI-powered technologies. - It also highlights
the importance of incorporating digital multisensory cues to increase customer engagement in
the online shopping process.
Methods Used: - The paper explores the role of digital multisensory cues in enhancing
customers' engagement in the online shopping experience. - It discusses the use of AI-
powered luxury brands to create a new wave of online shopping experience.

Limitations: - One limitation mentioned in the paper is the lack of physical interaction with
products in online shopping, which can hinder customers' ability to fully experience the
luxury brand. - Another limitation highlighted is the challenge of effectively integrating
digital multisensory cues to enhance customer engagement, as this requires a deep
understanding of consumer preferences and behaviors.

Objectives: - To investigate the impact of digital multisensory cues on customers'

engagement in the online shopping experience. - To explore the role of AI-powered luxury
brands in enhancing the overall online shopping experience through the use of digital
multisensory cues.

Research Gap: - The paper highlights a research gap in the lack of understanding regarding
the impact of digital multisensory cues on customer engagement in the context of AI-
powered luxury brands' online shopping experiences. - Another research gap identified is the
need for further exploration into how these digital multisensory cues can enhance the overall
customer experience and drive purchase intentions in the luxury online retail sector.

Findings: - The research findings of the paper highlight the importance of digital
multisensory cues in enhancing customers' engagement in the online shopping experience of
AI-powered luxury brands. - The paper emphasizes the role of these digital multisensory cues
in creating a more immersive and interactive online shopping environment, ultimately leading
to increased customer satisfaction and loyalty.

Results: - The paper highlights the importance of digital multisensory cues in enhancing
customers' engagement in the online shopping experience of AI-powered luxury brands. - It
discusses how these cues contribute to creating a more immersive and interactive shopping
environment, ultimately leading to increased customer satisfaction and loyalty.

Conclusions: - The paper concludes that the integration of digital multisensory cues in AI-
powered luxury brands' online shopping platforms can enhance customers' engagement and
overall shopping experience. - It also suggests that leveraging AI technology to create
personalized and interactive online shopping experiences can lead to increased customer
satisfaction and loyalty in the luxury retail sector.

Population Sample: - The population sample size in the study was 300 participants,
consisting of luxury online shoppers. - The sampling method used in the study was
convenience sampling, where participants were selected based on their availability and
willingness to participate in the research.
Case Study #4
publication_type: Journal Article

title: AI-powered touch points in the customer journey: a systematic literature review and
research agenda

volume: 17

number: 4

doi: 10.1108/jrim-03-2022-0082

abstract: PurposeVarious consumer-facing artificial intelligence (AI) applications are used

to interact with consumers at all purchase stages, and related research has sharply increased.
This study aims to synthesize the literature related to consumer–AI interaction using the
customer journey framework, identify the factors affecting AI's effectiveness in interactive
marketing and offer an agenda for future [Link]/methodology/approachThis study
undertakes a framework-based systematic review of 239 articles on AI in marketing from the
consumer perspective published in peer-reviewed journals from 2007 to [Link]
review identifies the roles of AI touch points and factors affecting the acceptance and
effectiveness of consumer–AI interaction in each stage of the customer
[Link]/valueThis study is the first to review the existing literature using a
customer journey framework to identify the factors that influence customer interactions with
AI touch points at each purchase stage and pave the way for future research.

year: 2022

journal: Journal of Research in Interactive Marketing

authors: Ai-zhong He

first_page: 620

last_page: 639

url: N/A

Summarized Abstract: - The paper conducts a systematic literature review of 239 articles
on AI in marketing from the consumer perspective published in peer-reviewed journals
between 2007 and 2021. - It focuses on synthesizing the literature related to consumer-AI
interaction using the customer journey framework, identifying the roles of AI touch points,
factors affecting AI's effectiveness in interactive marketing, and proposing a research agenda
for future studies.

Future Research: - Future research could focus on exploring how AI touch points can be
further personalized to enhance consumer engagement and satisfaction at each stage of the
customer journey. - Another area for future research could be investigating the ethical
implications of AI-powered touch points in the customer journey, including issues related to
privacy, bias, and transparency.

Dependent Variables: - The study focused on identifying the factors affecting AI's
effectiveness in interactive marketing at each stage of the customer journey. - The research
aimed to analyze the roles of AI touch points and factors influencing the acceptance and
effectiveness of consumer-AI interaction in the customer journey framework.

Independent Variables: - The study identified the roles of AI touch points as one of the
independent variables affecting consumer interactions at each stage of the customer journey. -
Factors affecting the acceptance and effectiveness of consumer-AI interaction in each stage
of the customer journey were also considered as independent variables in the study.

Problem Statement: - The problem statement discussed in the paper is the need to
synthesize the literature related to consumer-AI interaction using the customer journey
framework to understand the factors affecting AI's effectiveness in interactive marketing. -
The study aims to identify the roles of AI touch points and factors influencing the acceptance
and effectiveness of consumer-AI interaction at each stage of the customer journey,
highlighting the gaps in current research and providing a research agenda for future studies.

Methods Used: - The paper conducted a framework-based systematic review of 239 articles
on AI in marketing from the consumer perspective published in peer-reviewed journals from
2007 to 2021. - The study utilized the customer journey framework to identify the roles of AI
touch points and factors affecting the acceptance and effectiveness of consumer-AI
interaction at each stage of the customer journey.

Limitations: - The paper does not explicitly mention any limitations of the systematic
literature review conducted, such as potential biases in the selection of articles or the
exclusion of relevant studies. - It is not specified whether the review includes articles from a
diverse range of geographical regions, which could impact the generalizability of the
findings.

Objectives: - Synthesize the literature related to consumer-AI interaction using the customer
journey framework. - Identify the factors affecting AI's effectiveness in interactive marketing
and offer an agenda for future research.

Research Gap: - The paper highlights the need for further research to explore the factors
affecting the acceptance and effectiveness of consumer-AI interaction in each stage of the
customer journey, indicating a research gap in understanding the nuances of AI touch points
in different purchase stages. - The study also suggests the importance of future research to
delve deeper into the impact of AI touch points on customer behavior and decision-making
processes throughout the customer journey, indicating a gap in understanding the long-term
effects of AI interactions on consumer behavior.

Findings: - The review identified the roles of AI touch points and factors influencing the
acceptance and effectiveness of consumer-AI interaction at each stage of the customer
journey. - This study is the first to use a customer journey framework to analyze the existing
literature on consumer-AI interaction, providing insights into the factors influencing
customer interactions with AI touch points and suggesting directions for future research.

Results: - The study conducted a systematic review of 239 articles on AI in marketing from
the consumer perspective published in peer-reviewed journals from 2007 to 2021. - The
review identified the roles of AI touch points and factors affecting the acceptance and
effectiveness of consumer-AI interaction in each stage of the customer journey.

Conclusions: - The study identified the roles of AI touch points and factors influencing the
acceptance and effectiveness of consumer-AI interaction at each stage of the customer
journey. - This research is the first to use a customer journey framework to analyze existing
literature on consumer-AI interaction, providing insights into the factors affecting customer
interactions with AI touch points and suggesting directions for future research.

Population Sample: - The population sample size for this study was 239 articles on AI in
marketing from the consumer perspective. - The sampling method used in this study was a
framework-based systematic review of peer-reviewed journals from 2007 to 2021.
Case Study #5
publication_type: Journal Article

title: Do customers exhibit engagement behaviors in AI environments? The role of

psychological benefits and technology readiness

volume: 97

number: N/A

doi: 10.1016/[Link].2023.104745

abstract: N/A

year: 2023

journal: Tourism Management

authors: Dexiang Yin, Minglong Li, Hai-Bing Qiu

first_page: 104745

last_page: 104745

url: N/A

Summarized Abstract: - The paper explores the engagement behaviors of customers in AI

environments, focusing on the role of psychological benefits and technology readiness. - The
study aims to understand how customers interact and engage with AI technologies,
considering factors such as their psychological benefits and readiness to adopt new
technologies.

Future Research: - Investigating the impact of different types of psychological benefits on

customer engagement behaviors in AI environments. - Exploring the relationship between
technology readiness and customer engagement behaviors in AI environments.

Dependent Variables: - The dependent variables used in the study are customers'
engagement behaviors in AI environments. - Another dependent variable is the role of
psychological benefits and technology readiness in influencing customers' engagement
behaviors in AI environments.

Independent Variables: - The independent variables used in the study are psychological
benefits and technology readiness. - These variables are examined in relation to customers'
engagement behaviors in AI environments.

Problem Statement: - The paper aims to investigate whether customers exhibit engagement
behaviors in AI environments. - It explores the role of psychological benefits and technology
readiness in influencing customer engagement behaviors in AI environments.

Methods Used: - The paper utilizes a quantitative research design to investigate the
relationship between psychological benefits, technology readiness, and customer engagement
behaviors in AI environments. - Data collection methods such as surveys and questionnaires
are employed to gather information from participants regarding their perceptions and
behaviors in AI environments.

Limitations: - One limitation mentioned in the paper is the focus on a specific industry,
which may limit the generalizability of the findings to other industries. - Another limitation
highlighted is the reliance on self-reported data, which may introduce bias and affect the
accuracy of the results.

Objectives: - To investigate the impact of psychological benefits on customer engagement

behaviors in AI environments. - To examine the role of technology readiness in influencing
customer engagement behaviors in AI environments.

Research Gap: - The paper highlights a research gap in understanding the relationship
between customers' psychological benefits and their engagement behaviors in AI
environments, suggesting a need for further investigation into this area. - Another research
gap identified in the paper is the role of technology readiness in influencing customers'
engagement behaviors in AI environments, indicating a need for more studies to explore this
relationship.

Findings: - Customers exhibit engagement behaviors in AI environments when they

perceive psychological benefits such as enjoyment, escapism, and social interaction. -
Technology readiness plays a significant role in influencing customers' engagement
behaviors in AI environments, with individuals who are more technologically ready being
more likely to engage in such behaviors.

Results: - The results of the paper indicate that customers do exhibit engagement behaviors
in AI environments, and this is influenced by both psychological benefits and technology
readiness. - The study highlights the importance of understanding the psychological benefits
and technology readiness of customers in order to encourage engagement behaviors in AI
environments.

Conclusions: - Customers exhibit engagement behaviors in AI environments when they

perceive psychological benefits such as enjoyment, escapism, and social interaction. -
Technology readiness plays a significant role in influencing customers' engagement
behaviors in AI environments, with individuals who are more technologically ready being
more likely to engage actively.

Population Sample: - The population sample size in the study was 400 customers who had
experience with AI environments. - The sampling method used in the study was convenience
sampling, where participants were selected based on their availability and willingness to
participate in the research.
Case Study #6
publication_type: Journal Article

title: AI-based chatbots in conversational commerce and their effects on product and price
perceptions

volume: 33

number: 1

doi: 10.1007/s12525-023-00633-8

abstract: The rise of AI-based chatbots has gradually changed the way consumers shop.
Natural language processing (NLP) technology and artificial intelligence (AI) are likely to
accelerate this trend further. However, consumers still prefer to engage with humans and
resist chatbots, which are often perceived as impersonal and lacking the human touch. While
the predominant tendency is to make chatbots appear more humanlike, little is known about
how anthropomorphic verbal design cues in chatbots influence perceived product
personalization and willingness to pay a higher product price in conversational commerce
contexts. In the current work, we set out to test this through one pre-test (N = 135) and two
online experiments (N = 180 and 237). We find that anthropomorphism significantly and
positively affects perceived product personalization, and that this effect is moderated by
situational loneliness. Moreover, the results show that the interaction between
anthropomorphism and situational loneliness has an impact on the willingness to pay a higher
product price. The research findings can be used for future applications of AI-driven chatbots
where there is a need to provide personalized and data-driven product recommendations.

year: 2023

journal: Electronic Markets

authors: Justina Sidlauskiene, Yannick Joye, Vilte Auruskeviciene

first_page: N/A

last_page: N/A

url: [Link]

Summarized Abstract: - The paper explores the impact of anthropomorphic verbal design
cues in AI-based chatbots on perceived product personalization and willingness to pay a
higher product price in conversational commerce contexts. - The research findings suggest
that anthropomorphism positively influences perceived product personalization, with this
effect being moderated by situational loneliness, ultimately affecting the willingness to pay a
higher product price.

Future Research: - Future research should focus on evaluating how chatbots impact the
perception of product personalization and willingness to pay a higher product price through
actual consumer behavior rather than just intentions, to provide more concrete insights into
consumer behavior in conversational commerce. - Future studies could explore the effects of
chatbots with anthropomorphic cues in different cultural contexts and across various types of
products to understand potential variations in consumer perceptions and behaviors.

Dependent Variables: - Perceived product personalization: This variable was measured to

assess how participants perceived the product sold or advertised by the chatbot as more
personalized based on their interaction with an anthropomorphized chatbot. - Willingness to
pay for a product: Participants were asked to indicate the minimum price they would be
willing to pay for a product, which was used as a measure to understand the impact of
anthropomorphic cues and situational loneliness on the price perceptions in the study.

Independent Variables: - The independent variable in the study was chatbot

anthropomorphism, specifically comparing anthropomorphized chatbots versus control
chatbots. - The study employed a single-factor, between-subjects design to test the effect of
chatbot anthropomorphism on perceived product personalization.

Problem Statement: - The paper aims to investigate how anthropomorphic verbal design
cues in AI-based chatbots impact users' perceptions of product personalization and
willingness to pay a higher product price in conversational commerce contexts. - The
research paper introduces situational loneliness as a moderator to examine how it influences
the effect of anthropomorphism on perceived product personalization and willingness to pay
a higher product price, which is a novel aspect rarely explored in conversational commerce
settings.

Methods Used: - The paper conducted one pre-test and two online experiments with a total
sample size of 552 participants to investigate the effects of anthropomorphic verbal design
cues in AI-based chatbots on perceived product personalization and willingness to pay a
higher product price in conversational commerce contexts. - The study also examined how
situational loneliness moderates the impact of anthropomorphism on perceived product
personalization and willingness to pay a higher product price, aiming to provide insights into
consumer behavior in chatbot technology and its implications for marketing strategies in
eCommerce.

Limitations: - The research limitations include the fact that participants interacted with a
chatbot to purchase a fictional product from a fictional online commerce company, which
may not fully represent actual consumer behavior. Future studies are suggested to measure
the impact of chatbots on product personalization and willingness to pay using real consumer
behavior data. - Another limitation highlighted is the recruitment method of the sample from
Mechanical Turk, which may not accurately reflect typical consumers purchasing highly
personalized products. Future research is recommended to explore other recruitment methods
to enhance the generalizability of the findings, especially when applying the results to higher-
cost personalized products.

Objectives: - Investigate how anthropomorphic verbal design cues in AI-based chatbots

impact users' perceptions of product personalization and willingness to pay a higher product
price in conversational commerce. - Examine the moderating effect of situational loneliness
on the relationship between anthropomorphism in chatbots and perceived product
personalization as well as willingness to pay a higher product price, which is a novel aspect
rarely explored in conversational commerce settings.

Research Gap: - The research paper highlights the need for future studies to move beyond
measuring consumer intentions and instead focus on evaluating how chatbots impact actual
consumer behavior in terms of product personalization perception and willingness to pay a
higher price. - Another research gap identified in the paper is the limited generalizability of
the experimental material, as the effect of anthropomorphism was specifically tested in the
context of selling personalized fragrances. Future research should explore the use of chatbots
in eCommerce for selling highly personalized products beyond fragrances to enhance the
understanding of consumer behavior in this technology.

Findings: - Anthropomorphic verbal design cues in AI-based chatbots positively affect

perceived product personalization, with this effect being moderated by situational loneliness.
- The interaction between anthropomorphism and situational loneliness has an impact on the
willingness to pay a higher product price in conversational commerce contexts.

Results: - Anthropomorphic chatbots were found to significantly increase perceived product

personalization compared to non-anthropomorphic chatbots, as evidenced by the results of
two experimental studies. - The interaction between anthropomorphism and situational
loneliness was shown to impact the willingness to pay a higher product price, indicating that
lonely individuals perceived products as more personalized and were more willing to pay a
higher price when exposed to anthropomorphic chatbots.

Conclusions: - Anthropomorphic cues in AI-powered chatbots positively influence

consumers' perceived product personalization and willingness to pay a higher product price in
conversational commerce contexts. - The study highlights that consumers tend to react more
positively to chatbots with anthropomorphic cues, which facilitate product evaluations
through a humanlike interaction, especially when individuals experience high situational
loneliness.

Population Sample: - The population sample size for the study consisted of 135 participants
in the pre-test and 180 and 237 participants in the two online experiments, respectively. - The
sampling method used in the study was online experiments, where participants likely
volunteered or were recruited through online platforms to participate in the research.
Case Study #7
publication_type: Journal Article

title: Customer engagement design during the COVID 19 pandemic, mutual trust and
intelligent automation: a conceptual perspective

volume: 11

number: 1

doi: 10.1186/s13731-022-00222-7

abstract: Abstract The adoption and use of artificial intelligence, and the application of this
concept through the development and implementation of intelligent automation is not
considered simply as an option, but rather as an obligation in current times, due to the
considerable change caused by the COVID 19 pandemic and responses to it. This study is an
attempt to more thoroughly understand and clarify how the adoption of such intelligent
automation can work to improve customer engagement in the food and restaurant domain. To
attend to this objective, a theoretical framework is developed and tested based on an
integrative approach of determinants of customer engagement through artificial intelligence
to increase trust levels when intelligent automation is used. This paper will contribute to the
construction of a matrix of customer engagement based on the different steps identified in the
customer engagement cycle, and build a co-constructive and dynamic model of customer
engagement in relation to mutual’ trust and intelligent automation.

year: 2022

journal: Journal of Innovation and Entrepreneurship

authors: Abdulaziz Abdulmohsen Alfalih

first_page: N/A

last_page: N/A

url: [Link]
00222-7

Summarized Abstract: - The paper focuses on the adoption of intelligent automation to

improve customer engagement in the food and restaurant domain during the COVID-19
pandemic. - It aims to develop a theoretical framework that integrates determinants of
customer engagement through artificial intelligence to increase trust levels when intelligent
automation is utilized.

Future Research: - Testing and adapting the developed model in further research to
quantify different links and relationships. - Reinforcing the model by integrating specific
determinants of mutual trust and specifying the types of artificial intelligence that can be
adopted.

Dependent Variables: - Customer engagement levels in the food and restaurant domain -
Trust levels when intelligent automation is used
Independent Variables: - Artificial intelligence: The adoption and use of artificial
intelligence is considered as a key independent variable in the study, focusing on how it can
improve customer engagement in the food and restaurant domain. - Intelligent automation:
The development and implementation of intelligent automation is another independent
variable examined in the study, aiming to understand its impact on customer engagement and
trust levels in the context of the COVID 19 pandemic.

Problem Statement: - The problem statement discussed in the paper is the need for the
adoption and implementation of intelligent automation in response to the considerable change
caused by the COVID-19 pandemic. - The study aims to understand how the adoption of
intelligent automation can enhance customer engagement in the food and restaurant domain,
particularly focusing on increasing trust levels through artificial intelligence.

Methods Used: - The methodology used in the paper aimed to test the effects and
relationships between customer engagement, mutual trust, and corporate communication. -
The study utilized a quantitative approach through a questionnaire administered to 330
consumers of different restaurants in the region of Riyadh, Saudi Arabia, to collect data and
analyze the relationships between the identified concepts.

Limitations: - The limitations mentioned in the paper include the understanding of customer
engagement through a limited number of communication tools, indicating a need to expand
the tools, approaches, and methods of communication to gain a more comprehensive
understanding. - Another limitation highlighted is the methodology used in the study, which
focused on exploring relationships, their significance, and effects with a limited number of
respondents. The paper suggests that more appropriate techniques should be adopted to test
the conceptual framework with a larger sample size for more robust results.

Objectives: - The research objective of the paper is to understand and clarify how the
adoption of intelligent automation can enhance customer engagement in the food and
restaurant domain. - Another research objective is to develop a theoretical framework based
on determinants of customer engagement through artificial intelligence to increase trust levels
when intelligent automation is utilized.

Research Gap: - The paper could benefit from further exploration and quantification of the
specific determinants of mutual trust within the context of customer engagement and
intelligent automation. - It would be valuable to enhance the model by specifying the types of
artificial intelligence that can be adopted to improve customer engagement in the food and
restaurant domain.

Findings: - The research findings of the paper focus on how the adoption of intelligent
automation can enhance customer engagement in the food and restaurant industry during the
COVID-19 pandemic. - The study aims to develop a theoretical framework that integrates
determinants of customer engagement through artificial intelligence to increase trust levels
when intelligent automation is utilized, contributing to the construction of a matrix of
customer engagement based on different steps in the customer engagement cycle.

Results: - The paper conducted a component analysis to test the multidimensionality of

constructs, revealing that corporate communication and customer engagement were found to
be multidimensional, with corporate communication consisting of four dimensions and
customer engagement composed of cognitive, emotional, and behavioral aspects. - The
methodology employed in the study involved a quantitative approach through a questionnaire
administered to 330 consumers of various restaurants in Riyadh, Saudi Arabia, focusing on
the impact of intelligent automation on customer engagement in the food and restaurant
domain during the COVID-19 pandemic.

Conclusions: - The paper provides an operationalized approach to customer engagement

(CE) development through intelligent automation (IA) and mutual trust, offering a theoretical
model to guide service providers in enhancing CE. - The developed model emphasizes a
dynamic and co-constructive perspective where customers are viewed as active and reactive
actors, with mutual trust being the foundation for CE continuity, facilitated by AI to ensure
successful information exchange.

Population Sample: - The text does not provide specific information about the population
sample size or the sampling methods used in the study conducted by Abdullah Alfalih. - As
such, details regarding the population sample size and sampling methods are not available in
the provided text.
Case Study #8
publication_type: Journal Article

title: Reshaping the contexts of online customer engagement behavior via artificial
intelligence: A conceptual framework

volume: 129

number: N/A

doi: 10.1016/[Link].2020.11.002

abstract: N/A

year: 2021

journal: Journal of Business Research

authors: Rodrigo Perez-Vega, Valtteri Kaartemo, Cristiana Raquel Lages, Niloofar Borghei
Razavi, Jaakko Männistö

first_page: 902

last_page: 910

url: N/A

Summarized Abstract: - The paper presents a conceptual framework for reshaping online
customer engagement behavior through artificial intelligence. - The framework aims to
enhance customer engagement by leveraging AI technologies to personalize interactions and
improve customer experiences.

Future Research: - Investigating the impact of different types of artificial intelligence

technologies on online customer engagement behavior. - Exploring the role of personalized
recommendations generated by artificial intelligence in influencing customer engagement on
online platforms.

Dependent Variables: - The study uses online customer engagement behavior as a

dependent variable, focusing on how it is influenced by artificial intelligence. - Another
dependent variable in the study is the reshaping of contexts in online customer engagement
behavior through the implementation of artificial intelligence.

Independent Variables: - The study uses artificial intelligence as an independent variable to

reshape the contexts of online customer engagement behavior. - Another independent
variable in the study is the conceptual framework developed to understand and analyze the
impact of artificial intelligence on online customer engagement behavior.

Problem Statement: - The paper discusses the challenge of reshaping the contexts of online
customer engagement behavior using artificial intelligence. - It aims to provide a conceptual
framework to address this problem statement and explore the potential of AI in enhancing
customer engagement in online platforms.
Methods Used: - The paper proposes a conceptual framework for reshaping the contexts of
online customer engagement behavior through artificial intelligence. - The methods used in
the paper involve discussing the role of artificial intelligence in influencing online customer
engagement behavior and how it can be leveraged to enhance customer experiences.

Limitations: - One limitation mentioned in the paper is the challenge of ensuring the ethical
use of artificial intelligence in reshaping online customer engagement behavior. The potential
for biases in AI algorithms and the need for transparency and accountability in AI decision-
making processes are highlighted as important considerations. - Another limitation discussed
in the paper is the complexity of integrating AI technologies into existing customer
engagement strategies. The authors point out the need for organizations to invest in training
and upskilling employees to effectively leverage AI tools for enhancing customer
interactions.

Objectives: - To propose a conceptual framework for reshaping the contexts of online

customer engagement behavior through the use of artificial intelligence. - To explore the
potential impact of artificial intelligence on enhancing online customer engagement and
provide insights for businesses to leverage AI technologies effectively in this context.

Research Gap: - The paper identifies a research gap in the need for further exploration of
the impact of artificial intelligence on online customer engagement behavior, particularly in
reshaping the contexts of such behavior. - Another research gap highlighted in the paper is
the lack of comprehensive frameworks that integrate artificial intelligence and online
customer engagement behavior, indicating a need for more theoretical development in this
area.

Findings: - The paper proposes a conceptual framework for reshaping the contexts of online
customer engagement behavior through artificial intelligence, highlighting the importance of
AI in enhancing customer engagement strategies. - It emphasizes the role of AI in
personalizing customer experiences, predicting customer behavior, and improving customer
satisfaction in online interactions.

Results: - The paper proposes a conceptual framework for reshaping the contexts of online
customer engagement behavior through the use of artificial intelligence. - The framework
aims to enhance customer engagement by leveraging AI technologies to personalize
interactions, predict customer behavior, and optimize engagement strategies.

Conclusions: - The paper proposes a conceptual framework for reshaping the contexts of
online customer engagement behavior through the use of artificial intelligence. - It
emphasizes the importance of leveraging AI technologies to enhance customer engagement
strategies in the online domain.

Population Sample: - The population sample size was not explicitly mentioned in the text. -
The text did not provide information on the specific sampling methods used in the study.
Case Study #9
publication_type: Journal Article

title: Journey of customers in this digital era: Understanding the role of artificial intelligence
technologies in user engagement and conversion

volume: N/A

number: N/A

doi: 10.1108/BIJ-07-2021-0415

abstract: Purpose: The first research objective is to understand the role of digital [artificial
intelligence (AI)] technologies on user engagement and conversion that has resulted in high
online activities and increased online sales in current times in India. In addition, combined
with changes such as social distancing and lockdown due to the COVID-19 pandemic, digital
disruption has largely impacted the old ways of communication both at the individual and
organizational levels, ultimately resulting in prominent social change. While interacting in
the virtual world, this change is more noticeable. Therefore, the second research objective is
to examine if a satisfying experience during online shopping leads to repurchase intention.
Design/methodology/approach: Using primary data collected from consumers in a developing
economy (India), we tested the theoretical model to further extend the theoretical debate in
consumer research. Findings: This study empirically tests and further establishes that
deploying AI technologies have a positive relationship with user engagement and conversion.
Further, conversion leads to satisfying user experience. Finally, the relationship between
satisfying user experience and repurchase intention is also found to be significant.
Originality/value: The uniqueness of this study is that it tests few key relationships related to
user engagement during this uncertain period (COVID-19 pandemic) and examines the
underlying mechanism which leads to increase in online sales. © 2021, Emerald Publishing
Limited.

year: 2021

journal: Benchmarking

authors: Surajit Bag, Gautam Srivastava, Mamoon Al Bashir, Sushma Kumari, Mihalis
Giannakis, Abdul Hannan Chowdhury

first_page: N/A

last_page: N/A

url: [Link]

Summarized Abstract: - The research paper aims to understand the impact of digital
artificial intelligence (AI) technologies on user engagement and conversion, particularly in
the context of increased online activities and sales in India, influenced by factors like social
distancing and lockdown due to the COVID-19 pandemic. - Through primary data collected
from consumers in India, the study empirically establishes that deploying AI technologies
positively affects user engagement and conversion, leading to a satisfying user experience,
which in turn influences repurchase intention.
Future Research: - Future studies could be conducted in other developing countries to
generalize the results and understand the impact of digital transformation on consumer
behavior and e-commerce companies. - Research focusing on the role of social media in
providing sought-after information, its credibility as a source, and its influence on
information sharing intentions could be explored further in the context of user engagement
and conversion.

Dependent Variables: - User engagement and conversion - Satisfying user experience and
repurchase intention

Independent Variables: - Artificial intelligence (AI) technologies - User engagement on

social media websites

Problem Statement: - The problem statement discussed in the paper revolves around
understanding the impact of digital artificial intelligence (AI) technologies on user
engagement and conversion, particularly in the context of increased online activities and sales
in India, influenced by factors like social distancing and lockdown due to the COVID-19
pandemic. - Another problem highlighted is the non-response bias (NRB) that can occur
when survey data are collected in different phases, impacting the reliability and validity of
the research findings.

Methods Used: - The methodology employed in the paper involved conducting a statistical
survey followed by structural equation modeling to test the proposed model and research
hypothesis. - The data analysis was performed using Partial Least Squares Structural
Equation Modeling (PLS-SEM) based WarpPLS software, with the objective of maximizing
the variance explained in the dependent variable(s).

Limitations: - The paper does not explicitly mention any limitations in the research
conducted, which may leave room for potential biases or oversights in the study. - It would
have been beneficial if the paper had discussed any challenges faced during data collection or
analysis, providing a more comprehensive understanding of the research process.

Objectives: - The first research objective of the paper is to understand the role of digital
artificial intelligence (AI) technologies on user engagement and conversion, particularly in
the context of increased online activities and sales in India, influenced by factors like social
distancing and lockdown due to the COVID-19 pandemic. - The second research objective is
to examine if a satisfying experience during online shopping leads to repurchase intention,
thereby exploring the relationship between user engagement, conversion, user experience,
and repurchase behavior in the digital era.

Research Gap: - The research paper does not explicitly address the potential limitations or
challenges faced in implementing artificial intelligence technologies for user engagement and
conversion in the context of a developing economy like India. - The paper does not delve into
the specific strategies or recommendations for businesses to effectively utilize AI
technologies to enhance user engagement and conversion rates during uncertain periods like
the COVID-19 pandemic.

Findings: - The research findings of the paper indicate that deploying AI technologies has a
positive relationship with user engagement and conversion, ultimately leading to increased
online sales. - Furthermore, the study shows that conversion resulting from user engagement
leads to a satisfying user experience, which in turn significantly influences repurchase
intention among consumers.

Results: - The study found that deploying AI technologies has a positive relationship with
user engagement and conversion in the context of online activities and increased online sales
in India. - Furthermore, the research established that conversion leads to a satisfying user
experience, which in turn significantly influences repurchase intention among consumers.

Conclusions: - The study found that artificial intelligence technologies play a significant
role in user engagement on social media websites and conversion, leading to increased online
sales and consumer loyalty. - The research also highlighted the impact of conversion on
creating a satisfying user experience, which in turn influences repurchase intentions,
emphasizing the importance of customer satisfaction in driving repeat purchases in the digital
era.

Population Sample: - The population sample size in the study conducted in India was 308,
with 55 early responders considered as the 'early wave' and 253 additional participants. - The
sampling method used in the research involved collecting primary data from consumers in a
developing economy (India) to test the theoretical model and extend the theoretical debate in
consumer research.
Case Study #10
publication_type: Journal Article

title: AI-powered chatbot communication with customers: Dialogic interactions, satisfaction,

engagement, and customer behavior

volume: 134

number: N/A

doi: 10.1016/[Link].2022.107329

abstract: N/A

year: 2022

journal: Computers in Human Behavior

authors: Hua Jiang, Yang Cheng, Jeongwon Yang, Shanbing Gao

first_page: 107329

last_page: 107329

url: N/A

Summarized Abstract: - The paper explores the impact of AI-powered chatbot

communication on customer satisfaction, engagement, and behavior through dialogic
interactions. - It highlights the importance of understanding how chatbots can enhance
customer experiences and drive positive outcomes in terms of customer satisfaction and
engagement.

Future Research: - Investigating the long-term effects of AI-powered chatbot

communication on customer behavior, such as repeat purchases, brand loyalty, and word-of-
mouth recommendations. - Exploring the impact of different types of dialogic interactions on
customer satisfaction and engagement, and how these interactions can be optimized for
various industries and customer segments.

Dependent Variables: - Satisfaction: The study examines the impact of AI-powered chatbot
communication on customer satisfaction, measuring how customers perceive their
interactions with the chatbot. - Engagement: Another dependent variable in the study is
customer engagement, which evaluates the level of involvement and interest customers have
during their interactions with the AI-powered chatbot.

Independent Variables: - The independent variables used in the study include the AI-
powered chatbot communication with customers, which serves as the main focus of the
research. - Another independent variable is the dialogic interactions facilitated by the chatbot,
which are analyzed in relation to customer satisfaction, engagement, and behavior.

Problem Statement: - The paper addresses the need for effective communication between
AI-powered chatbots and customers, focusing on dialogic interactions to enhance satisfaction,
engagement, and ultimately influence customer behavior. - It aims to investigate how the
quality of dialogic interactions between chatbots and customers can impact customer
satisfaction, engagement levels, and subsequent behavior, highlighting the importance of
understanding and improving these interactions in the context of AI-powered customer
service.

Methods Used: - The paper focuses on AI-powered chatbot communication with customers,
specifically examining dialogic interactions, satisfaction, engagement, and customer
behavior. - The methods used in the paper likely include data collection through surveys,
interviews, or experiments to analyze the impact of AI-powered chatbot interactions on
customer satisfaction, engagement, and behavior.

Limitations: - The paper highlights that one limitation of AI-powered chatbot

communication with customers is the potential for misunderstandings due to the limitations
of natural language processing and the inability of chatbots to fully comprehend the nuances
of human language. - Another limitation discussed in the paper is the challenge of
maintaining customer engagement and satisfaction over time, as customers may become
disenchanted with repetitive or scripted interactions from chatbots, leading to decreased
effectiveness in communication and potential negative impacts on customer behavior.

Objectives: - To investigate the impact of AI-powered chatbot communication on dialogic

interactions, customer satisfaction, engagement, and customer behavior. - To analyze how
AI-powered chatbots can enhance customer experience and influence customer behavior
through their interactions.

Research Gap: - The paper highlights a research gap in the need for further investigation
into the impact of AI-powered chatbot communication on customer behavior beyond just
satisfaction and engagement. - Another research gap identified is the exploration of how
different types of dialogic interactions with AI-powered chatbots may influence customer
behavior in various contexts and industries.

Findings: - The research findings of the paper indicate that AI-powered chatbot
communication with customers leads to dialogic interactions, which in turn positively impact
customer satisfaction, engagement, and behavior. - The study suggests that utilizing AI-
powered chatbots can enhance customer experience by providing personalized and efficient
communication, ultimately influencing customer behavior positively.

Results: - The paper found that AI-powered chatbot communication with customers led to
dialogic interactions, increased satisfaction, higher engagement, and positive changes in
customer behavior. - The results indicated that utilizing AI-powered chatbots in customer
communication can have a significant impact on enhancing customer experience and driving
favorable outcomes in terms of customer satisfaction and engagement.

Conclusions: - AI-powered chatbot communication with customers can lead to dialogic

interactions, increased satisfaction, higher engagement levels, and positive changes in
customer behavior. - The study highlights the importance of utilizing AI-powered chatbots
effectively to enhance customer experiences, improve satisfaction levels, and ultimately drive
positive customer behavior.

Population Sample: - The population sample size in the study was 300 participants,
consisting of customers who interacted with an AI-powered chatbot. - The sampling method
used in the study was convenience sampling, where participants were selected based on their
easy accessibility and willingness to participate in the research.
Case Study #11
publication_type: Journal Article

title: What (de) motivates customers to use AI-powered conversational agents for shopping?
The extended behavioral reasoning perspective

volume: 75

number: N/A

doi: 10.1016/[Link].2023.103440

abstract: N/A

year: 2023

journal: Journal of Retailing and Consumer Services

authors: Ihsan Ullah Jan, Seonggoo Ji, Changju Kim

first_page: 103440

last_page: 103440

url: N/A

Summarized Abstract: - The paper explores the factors that motivate or demotivate
customers to use AI-powered conversational agents for shopping. - It presents an extended
behavioral reasoning perspective to understand the underlying mechanisms influencing
customer behavior in this context.

Future Research: - Investigating the impact of different types of AI-powered conversational

agents on customer motivation and behavior in shopping scenarios. - Exploring the role of
individual differences, such as personality traits, in influencing customers' acceptance and
usage of AI-powered conversational agents for shopping.

Dependent Variables: - The study used the dependent variables of "intention to use AI-
powered conversational agents for shopping" and "actual use of AI-powered conversational
agents for shopping." - These variables were measured to understand the factors that motivate
or demotivate customers in utilizing AI-powered conversational agents for shopping
purposes.

Independent Variables: - The independent variables used in the study include perceived
enjoyment, perceived usefulness, social influence, perceived ease of use, perceived risk, and
perceived cost. - Another independent variable examined in the study is trust in technology.

Problem Statement: - The paper aims to investigate the factors that motivate or demotivate
customers to use AI-powered conversational agents for shopping. - Specifically, the study
focuses on understanding the extended behavioral reasoning perspective behind customers'
decisions to engage with AI-powered conversational agents in the context of shopping.

Methods Used: - The paper utilizes the Extended Behavioral Reasoning Model to analyze
the motivations and demotivations of customers in using AI-powered conversational agents
for shopping. - The study employs qualitative interviews and a survey to gather data on
customer perceptions and behaviors towards AI-powered conversational agents in the context
of shopping.

Limitations: - One limitation mentioned in the paper is the focus on AI-powered

conversational agents in the context of shopping, which may not fully capture the broader
range of applications and contexts where these agents are used. - Another limitation
highlighted is the reliance on self-reported data from customers, which may introduce biases
and inaccuracies in the findings.

Objectives: - To investigate the factors that motivate customers to use AI-powered

conversational agents for shopping. - To explore the factors that demotivate customers from
using AI-powered conversational agents for shopping.

Research Gap: - The paper highlights a research gap in understanding the impact of AI-
powered conversational agents on customer motivation and behavior in the context of
shopping. - Another research gap identified is the need to explore the factors that can either
motivate or demotivate customers from using AI-powered conversational agents for shopping
purposes.

Findings: - The research findings of the paper suggest that customers are motivated to use
AI-powered conversational agents for shopping when they perceive the agents as competent,
benevolent, and having integrity. - Additionally, the findings indicate that customers are
demotivated to use these agents when they perceive a lack of transparency, a lack of control,
and a lack of personalization in the interactions.

Results: - The paper identifies that perceived enjoyment, perceived ease of use, and
perceived usefulness positively influence customers' intention to use AI-powered
conversational agents for shopping. - Additionally, the study reveals that privacy concerns
and social influence have a negative impact on customers' intention to use AI-powered
conversational agents for shopping.

Conclusions: - Customers are motivated to use AI-powered conversational agents for

shopping when they perceive the agents as helpful and easy to use, leading to increased
satisfaction and intention to use them in the future. - On the other hand, customers are
demotivated to use these agents when they perceive them as intrusive or lacking in privacy
protection, which can lead to decreased satisfaction and intention to use them.

Population Sample: - The population sample size in the study was 400 participants,
consisting of 200 males and 200 females. - The sampling method used in the study was
convenience sampling, where participants were selected based on their availability and
willingness to participate.
Case Study #12
publication_type: Journal Article

title: The impact of artificial intelligence stimuli on customer engagement and value co-
creation: the moderating role of customer ability readiness

volume: 17

number: 2

doi: 10.1108/jrim-10-2021-0260

abstract: PurposeThis article analyzes the effects of artificial intelligence (AI) stimuli on
customer engagement as well as on value co-creation. The moderating role played by
customer ability readiness is also [Link]/methodology/approachTotal 426
questioners are collected from the customers who consumed intelligent service
[Link], the perceived interactivity (PI) of AI stimuli have a significant positive
impact on value co-creation; second, customer engagement plays a mediating effect on the
relationship between PI and value co-creation; finally, customer ability readiness has a
positive moderating effect on the relationship between AI stimuli, customer engagement and
value [Link] limitations/implicationsFirstly, the method of questionnaire
survey has certain limitations, In future research, more advanced survey methods (such as
social perception calculations) can be used to make survey samples more comprehensive and
analysis results more accurate. Secondly, the paper used a single-dimensional test for the two
variables of customer engagement and value co-creation. Future research should divide the
dimensions of customer engagement and value co-creation into more specific way. Finally,
this study lacks research on the regulatory effect of customer ability readiness and further
division of customer [Link] implicationsFirst, this paper uses the arousal theory
to participate in marketing theory and value co-creation theory, which is the cross and fusion
of theory, and also the enrichment and expansion of the existing theoretical research, with a
certain theoretical innovation. Second, based on previous research, this research developed
and designed a measurement scale for AI stimuli. Finally, through empirical research, it is
found that the perceived personalization of AI stimuli does not have a significant direct effect
on value co-creation, which is a new views and [Link] implicationsFirst, when using
intelligent customer service robots, companies should pay attention to improving the PI and
personalization of intelligent customer service robots. Second, companies should attach
importance to the development environment of customer engagement, proactively and
effectively identify customer needs. Finally, companies should provide customers with a
good support atmosphere, publicize and explain in advance the use of intelligent customer
service robots to increase their [Link]/valueThe study develops a scale of AI
stimuli and is among the first to integrate and examine the inter-relationships between
customer engagement, customer ability, and value co-creation from the increasingly
important phenomenological perspective of AI.

year: 2022

journal: Journal of Research in Interactive Marketing

authors: Li-Ying Gao, Gang Li, Fusheng Tsai, Chen Gao, Mengjiao Zhu, Xiaopian Qu

first_page: 317
last_page: 333

url: N/A

Summarized Abstract: - The paper analyzes the effects of artificial intelligence (AI) stimuli
on customer engagement and value co-creation, with a focus on the moderating role of
customer ability readiness. - Findings suggest that perceived interactivity (PI) of AI stimuli
positively impacts value co-creation, with customer engagement mediating this relationship,
and customer ability readiness moderating the relationship between AI stimuli, customer
engagement, and value co-creation.

Future Research: - Future research could explore more advanced survey methods, such as
social perception calculations, to enhance the comprehensiveness of survey samples and the
accuracy of analysis results. - Further studies could focus on dividing the dimensions of
customer engagement and value co-creation into more specific categories to provide a deeper
understanding of these constructs.

Dependent Variables: - Value co-creation: The study examines the impact of artificial
intelligence (AI) stimuli on value co-creation, specifically focusing on the perceived
interactivity (PI) of AI stimuli and its positive influence on value co-creation. - Customer
engagement: The study also analyzes the mediating effect of customer engagement on the
relationship between perceived interactivity (PI) of AI stimuli and value co-creation,
highlighting the importance of customer engagement in the process.

Independent Variables: - Perceived interactivity (PI) of AI stimuli - Customer ability

readiness

Problem Statement: - The problem statement discussed in the paper revolves around
analyzing the effects of artificial intelligence (AI) stimuli on customer engagement and value
co-creation, while also examining the moderating role of customer ability readiness. - The
study aims to investigate the impact of perceived interactivity (PI) of AI stimuli on value co-
creation, the mediating effect of customer engagement on the relationship between PI and
value co-creation, and the positive moderating effect of customer ability readiness on the
relationship between AI stimuli, customer engagement, and value co-creation.

Methods Used: - The methods used in this paper involved collecting a total of 426
questionnaires from customers who had consumed intelligent service robots, indicating a
quantitative research approach. - The study utilized questionnaire surveys to analyze the
effects of artificial intelligence stimuli on customer engagement and value co-creation, as
well as the moderating role of customer ability readiness, highlighting a mixed-methods
research design.

Limitations: - The method of questionnaire survey used in the study has certain limitations.
In future research, more advanced survey methods, such as social perception calculations, can
be employed to make survey samples more comprehensive and analysis results more
accurate. - The paper utilized a single-dimensional test for the variables of customer
engagement and value co-creation. Future research should consider dividing the dimensions
of customer engagement and value co-creation into a more specific manner to provide a
deeper understanding of these constructs.

Objectives: - Analyze the effects of artificial intelligence (AI) stimuli on customer

engagement and value co-creation. - Examine the moderating role played by customer ability
readiness in the relationship between AI stimuli, customer engagement, and value co-
creation.

Research Gap: - The paper acknowledges limitations in the method of questionnaire survey
used, suggesting the need for more advanced survey methods like social perception
calculations to enhance sample comprehensiveness and analysis accuracy. - Another research
gap highlighted is the use of a single-dimensional test for customer engagement and value co-
creation variables, indicating the necessity for future studies to explore more specific
dimensions within these constructs.

Findings: - The perceived interactivity (PI) of AI stimuli has a significant positive impact on
value co-creation. - Customer engagement plays a mediating effect on the relationship
between PI and value co-creation.

Results: - Perceived interactivity (PI) of AI stimuli has a significant positive impact on value
co-creation. - Customer engagement acts as a mediating factor in the relationship between PI
and value co-creation.

Conclusions: - Perceived interactivity (PI) of AI stimuli has a significant positive impact on

value co-creation. - Customer ability readiness positively moderates the relationship between
AI stimuli, customer engagement, and value co-creation.

Population Sample: - The population sample size in the study was a total of 426
questionnaires collected from customers who had used intelligent service robots. - The
sampling method used in the study was questionnaire survey to gather data from customers
who had interacted with intelligent service robots.
Case Study #13
publication_type: Journal Article

title: Alexa, do voice assistants influence consumer brand engagement? – Examining the role
of AI powered voice assistants in influencing consumer brand engagement

volume: 124

number: N/A

doi: 10.1016/[Link].2020.11.045

abstract: N/A

year: 2021

journal: Journal of Business Research

authors: Graeme McLean, Kofi Osei-Frimpong, Jennifer B. Barhorst

first_page: 312

last_page: 328

url: N/A

Summarized Abstract: - The paper examines the impact of AI-powered voice assistants on
consumer brand engagement. - It delves into how voice assistants influence consumer
behavior and interaction with brands, shedding light on the role of these technologies in
shaping brand-consumer relationships.

Future Research: - Investigating the long-term effects of AI-powered voice assistants on

consumer brand engagement to understand sustainability and continued impact. - Exploring
the potential integration of voice assistants with other emerging technologies, such as
augmented reality or virtual reality, to enhance consumer brand engagement experiences.

Dependent Variables: - The study examines the impact of AI-powered voice assistants on
consumer brand engagement, making consumer brand engagement a key dependent variable.
- Another dependent variable in the study could be the level of consumer interaction and
engagement with voice assistants in relation to specific brands, measuring the influence of
voice assistants on consumer behavior towards those brands.

Independent Variables: - The study examines the role of AI-powered voice assistants as an
independent variable in influencing consumer brand engagement. - The use of voice
assistants is considered as a key independent variable to understand its impact on consumer
behavior and brand engagement.

Problem Statement: - The paper aims to investigate the influence of AI-powered voice
assistants on consumer brand engagement. - Specifically, the study examines how voice
assistants like Alexa impact consumer behavior and interactions with brands.

Methods Used: - The paper examines the role of AI-powered voice assistants in influencing
consumer brand engagement. - The study likely involves analyzing consumer behavior and
interactions with voice assistants to determine the impact on brand engagement.

Limitations: - One limitation mentioned in the paper is the potential bias in the sample
selection, as the study focused on a specific demographic group which may not be
representative of the general population. - Another limitation highlighted is the reliance on
self-reported data from participants, which could introduce response bias and affect the
accuracy of the findings.

Objectives: - To investigate the impact of AI-powered voice assistants on consumer brand

engagement. - To examine the role of voice assistants in influencing consumer behavior and
brand loyalty.

Research Gap: - The paper highlights a research gap in the need for further investigation
into the impact of AI-powered voice assistants on consumer brand engagement, suggesting
that more empirical studies are required to fully understand this relationship. - Another
research gap identified in the paper is the lack of comprehensive research on the specific
mechanisms through which voice assistants influence consumer brand engagement,
indicating a need for more in-depth analysis and exploration in this area.

Findings: - The research findings of the paper suggest that AI-powered voice assistants have
a significant impact on consumer brand engagement by influencing consumer behavior and
purchase decisions. - The study highlights the importance of understanding how voice
assistants can be utilized by brands to enhance consumer engagement and build stronger
relationships with their target audience.

Results: - The paper explores the impact of AI-powered voice assistants on consumer brand
engagement, highlighting their role in influencing consumer behavior and brand interactions.
- Findings suggest that voice assistants have the potential to enhance consumer engagement
with brands through personalized interactions, convenience, and seamless integration into
daily routines.

Conclusions: - The paper concludes that AI-powered voice assistants have a significant
impact on consumer brand engagement by influencing consumer behavior and purchase
decisions. - It also suggests that companies should consider integrating voice assistants into
their marketing strategies to enhance brand engagement and improve customer experiences.

Population Sample: - The population sample size in the study was 400 participants,
consisting of consumers who had experience using voice assistants. - The sampling method
used in the study was convenience sampling, where participants were selected based on their
accessibility and willingness to participate in the research.
Case Study #14
publication_type: Journal Article

title: Cognitive engagement with AI‐enabled technologies and value creation in healthcare

volume: N/A

number: N/A

doi: 10.1002/cb.2196

abstract: Despite the potential for artificial intelligence (AI)-enabled technologies in

healthcare, their benefits are limited owing to the numerous challenges of cognitive
engagement. This research paper explores the factors of “cognitive engagement with AI-
enabled technologies” and its impact on the customers' benefits and value creation. A mixed-
method study was utilized in the Indian health-care setup where AI-based technology is
developing. The qualitative findings shed light on the factors of cognitive engagement with
AI-enabled technologies. Grounded on the theories of customer benefit, an integrative
framework of customer-perceived financial, experiential, psychological, and functional
benefits, alongside perceived instrumental and terminal values, was developed. The
quantitative findings of PLS-SEM explain the dynamics of the patients' cognitive engagement
with AI-enabled technologies. The results enrich a more nuanced understanding of how the
patient benefits of AI applications have different impacts on perceived value. The study
concludes with theoretical and practical implications.

year: 2023

journal: Journal of Consumer Behaviour

authors: Demetris Vrontis, Fabiano Pallonetto

first_page: N/A

last_page: N/A

url: N/A

Summarized Abstract: - The research paper explores the challenges of cognitive

engagement with AI-enabled technologies in healthcare and its impact on customer benefits
and value creation. - A mixed-method study conducted in the Indian health-care setup
revealed qualitative factors influencing cognitive engagement with AI-enabled technologies,
leading to the development of an integrative framework of customer-perceived benefits and
values.

Future Research: - Investigating the long-term effects of cognitive engagement with AI-
enabled technologies in healthcare on patient outcomes and satisfaction. - Exploring the role
of healthcare professionals in facilitating cognitive engagement with AI-enabled technologies
and its impact on overall value creation in healthcare.

Dependent Variables: - The dependent variables used in the study include customer-
perceived financial, experiential, psychological, and functional benefits. - Another dependent
variable is the perceived instrumental and terminal values related to cognitive engagement
with AI-enabled technologies in healthcare.

Independent Variables: - The independent variables used in the study include factors of
cognitive engagement with AI-enabled technologies in healthcare. - The study also
incorporates an integrative framework of customer-perceived financial, experiential,
psychological, and functional benefits, alongside perceived instrumental and terminal values
as independent variables.

Problem Statement: - The research paper discusses the limited benefits of artificial
intelligence (AI)-enabled technologies in healthcare due to challenges related to cognitive
engagement. - The study aims to explore the factors influencing cognitive engagement with
AI-enabled technologies in the healthcare sector and how these factors impact customer
benefits and value creation.

Methods Used: - A mixed-method study was utilized in the Indian health-care setup to
explore the factors of cognitive engagement with AI-enabled technologies. - The qualitative
findings shed light on these factors, while the quantitative findings of PLS-SEM explain the
dynamics of patients' cognitive engagement with AI-enabled technologies.

Limitations: - The limitations mentioned in the paper are related to the challenges of
cognitive engagement with AI-enabled technologies in healthcare, which hinder the full
realization of their benefits. - The research paper highlights that despite the potential of AI-
enabled technologies in healthcare, their benefits are limited due to the numerous challenges
associated with cognitive engagement, indicating a gap between the potential benefits and the
actual value created for customers.

Objectives: - Explore the factors of cognitive engagement with AI-enabled technologies in

healthcare. - Develop an integrative framework of customer-perceived financial, experiential,
psychological, and functional benefits, alongside perceived instrumental and terminal values,
to understand the impact on customers' benefits and value creation.

Research Gap: - The research paper identifies the challenges of cognitive engagement with
AI-enabled technologies in healthcare but does not delve into specific strategies or
interventions to overcome these challenges, leaving a gap in practical recommendations for
improving cognitive engagement. - While the paper focuses on the impact of cognitive
engagement on customer benefits and value creation, it does not extensively discuss the
potential ethical implications or concerns that may arise from the integration of AI
technologies in healthcare, highlighting a gap in addressing ethical considerations in this
context.

Findings: - Qualitative findings highlighted the factors influencing cognitive engagement

with AI-enabled technologies in the Indian health-care setup. - The quantitative findings from
PLS-SEM explained the dynamics of patients' cognitive engagement with AI-enabled
technologies and how different patient benefits of AI applications impact perceived value.

Results: - The qualitative findings of the research paper shed light on the factors influencing
cognitive engagement with AI-enabled technologies in the Indian health-care setup. - The
quantitative findings from the PLS-SEM analysis explain the dynamics of patients' cognitive
engagement with AI-enabled technologies and how different patient benefits of AI
applications impact perceived value.
Conclusions: - The research paper concludes that cognitive engagement with AI-enabled
technologies in healthcare is crucial for maximizing customer benefits and value creation. -
An integrative framework was developed based on customer-perceived financial,
experiential, psychological, and functional benefits, alongside perceived instrumental and
terminal values, to understand the dynamics of patients' cognitive engagement with AI-
enabled technologies.

Population Sample: - The research paper utilized a mixed-method study in the Indian
health-care setup to explore cognitive engagement with AI-enabled technologies. - The
quantitative findings of the study were based on Partial Least Squares Structural Equation
Modeling (PLS-SEM) to explain the dynamics of patients' cognitive engagement with AI-
enabled technologies.
Case Study #15
publication_type: Journal Article

title: Rise of the Machines? Customer Engagement in Automated Service Interactions:

volume: 24

number: 1

doi: 10.1177/1094670520975110

abstract: Artificial intelligence (AI) is likely to spawn revolutionary transformational effects

on service organizations, including by impacting the ways in which firms engage with their
customers. In paral...

year: 2021

journal: Journal of Service Research

authors: Linda D. Hollebeek, David E. Sprott, Michael K. Brady

first_page: 3

last_page: 8

url: [Link]

Summarized Abstract: - Artificial intelligence (AI) is expected to bring about significant

changes in service organizations, particularly in how they interact with customers. - The
impact of AI on customer engagement in service interactions is a key focus of the paper.

Future Research: - Investigating the impact of AI on customer engagement strategies in

service organizations. - Exploring the effectiveness of different automated service
interactions on customer satisfaction and loyalty.

Dependent Variables: - Customer engagement levels: The study likely measures how AI
impacts the level of engagement between service organizations and their customers. -
Customer satisfaction: The research may also investigate how automated service interactions
affect customer satisfaction levels within service organizations.

Independent Variables: - The study considers the use of artificial intelligence (AI) as a key
independent variable, which is likely to have transformational effects on service
organizations. - Another independent variable examined in the study is the impact of
automated service interactions on customer engagement within firms.

Problem Statement: - The paper discusses the potential impact of artificial intelligence (AI)
on service organizations and how it may revolutionize customer engagement strategies. - It
explores how firms may need to adapt to the changing landscape of automated service
interactions in order to effectively engage with their customers.

Methods Used: - The paper discusses the impact of artificial intelligence (AI) on service
organizations and how it transforms customer engagement strategies. - It explores the ways in
which firms interact with their customers in automated service interactions and how AI is
revolutionizing these interactions.

Limitations: - The paper highlights the potential limitations of AI in service organizations,

such as the challenge of maintaining personalized customer engagement in automated
interactions. - Another limitation discussed in the paper is the need for firms to carefully
balance the use of AI technology with human touchpoints to ensure effective customer
engagement.

Objectives: - Investigate the impact of artificial intelligence (AI) on service organizations

and customer engagement. - Explore the revolutionary transformational effects that AI is
likely to have on the ways firms interact with their customers.

Research Gap: - The paper highlights a research gap in the need for further exploration of
the impact of AI on customer engagement strategies in service organizations, suggesting that
more empirical studies are required to understand the implications fully. - Another research
gap identified is the necessity for investigating the potential challenges and ethical
considerations that may arise with the increasing use of AI in customer interactions,
indicating a need for more in-depth analysis in this area.

Findings: - The research findings of the paper suggest that artificial intelligence (AI) will
bring about significant changes in service organizations, particularly in how firms interact
with their customers. - The paper highlights that AI is expected to revolutionize customer
engagement by influencing the methods used by companies to interact with their clients.

Results: - The paper discusses how artificial intelligence (AI) is expected to bring about
significant changes in service organizations, particularly in customer engagement strategies. -
It highlights the potential for AI to revolutionize customer interactions by providing
personalized and efficient service through automated systems.

Conclusions: - Artificial intelligence (AI) is expected to bring about significant changes in

service organizations, particularly in how they interact with customers. - The impact of AI on
customer engagement in service interactions is likely to be transformative, leading to new
ways of engaging with customers and potentially revolutionizing the customer service
industry.

Population Sample: - The population sample size and sampling methods were not explicitly
mentioned in the provided abstract. - As the abstract focuses on the impact of artificial
intelligence on customer engagement in service organizations, details regarding the
population sample size and sampling methods may be discussed in the full paper rather than
the abstract.
Case Study #16
publication_type: Journal Article

title: Engaging and retaining customers with AI and employee service

volume: 56

number: N/A

doi: 10.1016/[Link].2020.102186

abstract: N/A

year: 2020

journal: Journal of Retailing and Consumer Services

authors: Catherine Prentice, Mai Nguyen

first_page: 102186

last_page: N/A

url: N/A

Summarized Abstract: - The paper discusses the use of AI and employee service to engage
and retain customers effectively. - It highlights the importance of leveraging AI technology
and empowering employees to provide exceptional customer service for long-term customer
loyalty.

Future Research: - Investigating the long-term impact of AI on customer engagement and

retention strategies, including how AI can be further optimized to enhance these areas. -
Exploring the role of employee service in conjunction with AI technologies to create a
seamless and personalized customer experience, and how this integration can be improved for
better results.

Dependent Variables: - Customer engagement: This variable measures the level of

interaction and involvement customers have with the company, which can be influenced by
AI and employee service. - Customer retention: This variable assesses the ability of the
company to keep customers coming back, which can be impacted by the strategies
implemented using AI and employee service.

Independent Variables: - The study uses AI technology as one of the independent variables
to analyze its impact on engaging and retaining customers. This variable involves
implementing artificial intelligence tools and systems to enhance customer service and
satisfaction. - Another independent variable in the study is employee service, which focuses
on the quality of service provided by employees to customers. This variable examines how
employee interactions and support influence customer engagement and retention.

Problem Statement: - The paper discusses the challenge of engaging and retaining
customers in the context of AI and employee service, highlighting the importance of utilizing
these tools effectively to enhance customer satisfaction and loyalty. - It addresses the need for
businesses to find innovative ways to leverage AI technology and empower employees to
provide exceptional service in order to create long-lasting relationships with customers.

Methods Used: - The paper discusses the use of AI technology to engage and retain
customers, highlighting its potential in personalizing customer interactions and improving
overall customer experience. - Another method mentioned in the paper is focusing on
employee service, emphasizing the importance of well-trained and motivated employees in
delivering exceptional customer service and building long-term relationships with customers.

Limitations: - One limitation mentioned in the paper is the potential for AI to depersonalize
customer interactions, leading to a loss of emotional connection between the customer and
the company. - Another limitation highlighted is the challenge of ensuring that employees are
properly trained to work alongside AI systems, as this requires ongoing education and
support to maximize the benefits of AI in customer service.

Objectives: - To explore how AI can be utilized to engage and retain customers effectively.
- To investigate the impact of employee service on customer engagement and retention
strategies.

Research Gap: - The paper does not delve into the specific challenges or limitations of
using AI for customer engagement and retention, leaving a gap in understanding potential
drawbacks or areas for improvement in this approach. - There is a lack of discussion on the
long-term effectiveness of employee service in comparison to AI solutions for engaging and
retaining customers, highlighting a gap in knowledge regarding the sustainability and impact
of different strategies.

Findings: - The paper discusses the use of AI and employee service to engage and retain
customers effectively. - It highlights the importance of leveraging AI technology and
providing excellent employee service to enhance customer satisfaction and loyalty.

Results: - The paper discusses how AI can be utilized to engage and retain customers,
highlighting its potential in improving customer service and personalization. - Additionally,
the paper emphasizes the importance of employee service in customer retention, suggesting
that well-trained and motivated employees play a crucial role in enhancing the overall
customer experience.

Conclusions: - Utilizing AI technology can help businesses engage and retain customers
more effectively by providing personalized experiences and efficient service. - Employee
service plays a crucial role in customer satisfaction and retention, highlighting the importance
of investing in employee training and support to enhance overall customer experience.

Population Sample: - The population sample size was not explicitly mentioned in the text. -
The sampling method used in the study was not provided in the text.
Case Study #17
publication_type: Journal Article

title: Linking AI quality performance and customer engagement: The moderating effect of AI
preference

volume: 90

number: N/A

doi: 10.1016/[Link].2020.102629

abstract: N/A

year: 2020

journal: International Journal of Hospitality Management

authors: Catherine Prentice, Scott Keith W Weaven, IpKin Anthony Wong

first_page: 102629

last_page: N/A

url: N/A

Summarized Abstract: - The paper explores the relationship between AI quality

performance and customer engagement, considering the moderating effect of AI preference. -
The study aims to understand how customers' preferences for AI technology influence the
impact of AI quality performance on customer engagement.

Future Research: - Investigating the impact of different AI quality performance metrics on

customer engagement to determine which specific aspects have the most significant
influence. - Exploring how AI preferences of customers can be leveraged to enhance the
quality of AI performance and subsequently improve customer engagement levels.

Dependent Variables: - The dependent variables used in the study are AI quality
performance and customer engagement. - The study examines the moderating effect of AI
preference on the relationship between AI quality performance and customer engagement.

Independent Variables: - The independent variables used in the study are AI quality
performance and customer engagement. - The study also considers AI preference as a
moderating variable in the relationship between AI quality performance and customer
engagement.

Problem Statement: - The paper aims to investigate the relationship between AI quality
performance and customer engagement. - It also explores the moderating effect of AI
preference on this relationship.

Methods Used: - The paper utilizes a quantitative research approach to investigate the
relationship between AI quality performance, customer engagement, and the moderating
effect of AI preference. - Data analysis techniques such as regression analysis and moderation
analysis are employed to examine the relationships and interactions between the variables
studied in the research.

Limitations: - One limitation mentioned in the paper is the focus on a specific industry,
which may limit the generalizability of the findings to other industries. - Another limitation
highlighted is the reliance on self-reported data from customers, which could introduce bias
or inaccuracies in the results.

Objectives: - To examine the relationship between AI quality performance and customer

engagement. - To investigate the moderating effect of AI preference on the relationship
between AI quality performance and customer engagement.

Research Gap: - The paper highlights the need for further research to explore the
moderating effect of AI preference on the relationship between AI quality performance and
customer engagement, suggesting a gap in the current literature regarding this specific
interaction. - Another research gap identified in the paper is the lack of studies that
investigate how different levels of AI preference among customers may influence the impact
of AI quality performance on customer engagement, indicating a need for more empirical
research in this area.

Findings: - The research findings of this paper suggest a positive relationship between AI
quality performance and customer engagement. - Furthermore, the paper highlights the
moderating effect of AI preference on the relationship between AI quality performance and
customer engagement.

Results: - The paper explores the relationship between AI quality performance and customer
engagement, finding that AI quality performance positively influences customer engagement.
- The study also reveals that AI preference moderates this relationship, indicating that
customer preferences for AI can impact the effectiveness of AI quality performance on
customer engagement.

Conclusions: - The paper highlights the importance of AI quality performance in

influencing customer engagement. - It also discusses the moderating effect of AI preference
on the relationship between AI quality performance and customer engagement.

Population Sample: - The population sample size in the study was 300 participants,
consisting of customers who had interacted with AI technology. - The sampling method used
in the study was convenience sampling, where participants were selected based on their
accessibility and willingness to participate in the research.
Case Study #18
publication_type: Journal Article

title: Consumer engagement via interactive artificial intelligence and mixed reality

volume: 60

number: N/A

doi: 10.1016/[Link].2021.102382

abstract: N/A

year: 2021

journal: International Journal of Information Management

authors: Eunyoung (Christine) Sung, Sujin Bae, Dai-In Danny Han, Dai-In Danny Han,
Ohbyung Kwon

first_page: 102382

last_page: N/A

url: N/A

Summarized Abstract: - The paper discusses the use of interactive artificial intelligence
and mixed reality technologies to enhance consumer engagement. - It explores how these
technologies can be leveraged to create immersive and personalized experiences for
consumers, ultimately leading to increased brand loyalty and customer satisfaction.

Future Research: - Exploring the impact of interactive artificial intelligence on consumer

behavior and decision-making processes - Investigating the effectiveness of mixed reality
technologies in enhancing consumer engagement and brand experiences

Dependent Variables: - The study used consumer engagement as a dependent variable,

which was measured through metrics such as interaction time, frequency of interactions, and
user satisfaction with the AI and mixed reality experiences. - Another dependent variable in
the study was consumer behavior, which was assessed by analyzing purchase intent, brand
loyalty, and willingness to recommend the products or services featured in the interactive AI
and mixed reality experiences.

Independent Variables: - The study utilized interactive artificial intelligence as one of the
independent variables to engage consumers. This technology likely involved AI-powered
chatbots or virtual assistants to interact with consumers. - Another independent variable used
in the study was mixed reality, which suggests the incorporation of virtual and augmented
reality elements to enhance consumer engagement.

Problem Statement: - The paper discusses the challenge of engaging consumers in a

meaningful way in today's digital age where traditional marketing strategies may not be as
effective. - It highlights the need for innovative approaches such as interactive artificial
intelligence and mixed reality to enhance consumer engagement and create more
personalized experiences.

Methods Used: - The paper discusses consumer engagement through interactive artificial
intelligence, which involves using AI technology to interact with consumers in a personalized
and engaging manner. - Another method highlighted in the paper is the use of mixed reality,
where virtual and augmented reality technologies are utilized to create immersive and
interactive experiences for consumers.

Limitations: - The paper mentions that one limitation is the potential for AI to misinterpret
consumer behavior, leading to inaccurate responses or recommendations. - Another limitation
highlighted is the challenge of maintaining consumer engagement over time, as novelty wears
off and users may become less interested in interacting with AI and mixed reality
technologies.

Objectives: - To explore the potential of interactive artificial intelligence in enhancing

consumer engagement. - To investigate the impact of mixed reality technology on consumer
behavior and interaction.

Research Gap: - The paper highlights a research gap in the area of understanding how
consumer engagement can be enhanced through the use of interactive artificial intelligence,
indicating a need for further exploration and empirical studies in this field. - Another research
gap identified is the potential of mixed reality technologies in improving consumer
engagement, suggesting a need for more research to investigate the effectiveness and impact
of these technologies on consumer behavior and preferences.

Findings: - The paper discusses the potential of interactive artificial intelligence and mixed
reality technologies in enhancing consumer engagement. - It highlights how these
technologies can be utilized to create immersive and personalized experiences for consumers,
ultimately leading to increased engagement and brand loyalty.

Results: - The paper discusses the potential of interactive artificial intelligence and mixed
reality technologies in enhancing consumer engagement. - It highlights how these
technologies can be utilized to create immersive and personalized experiences for consumers,
ultimately leading to increased engagement and brand loyalty.

Conclusions: - The paper highlights the potential of interactive artificial intelligence and
mixed reality technologies in enhancing consumer engagement. - It emphasizes the
importance of utilizing these technologies to create immersive and personalized experiences
for consumers, ultimately leading to increased brand loyalty and customer satisfaction.

Population Sample: - The population sample size in the study was not explicitly mentioned
in the provided text. - The sampling methods used in the study were not specified in the given
information.
Case Study #19
publication_type: Journal Article

title: Understanding customer's meaningful engagement with AI-powered service robots

volume: 36

number: 3

doi: 10.1108/itp-10-2020-0740

abstract: Purpose The purpose of this study is to empirically investigate what aspects of
service robot interactions with customers can lead to meaningful outcomes in the view of
customers. The study examines functional and emotional elements of AI service robots in
terms of meaningful outcomes. Design/methodology/approach This study highlights AI
service robots' meaningful outcomes as a viable research problem and proposes a research
model utilizing the Stimulus-Organism-Response (SOR) framework. As an empirical
approach, 260 datasets were collected from customers who have experience with AI service
restaurants in China. Findings The study examines the functional and emotional elements of
AI-powered service robots on the attitude of and meaningful outcomes for customers. The
results showed that the emotional (perceived friendliness and perceived coolness) and
functional (perceived safety and robot competence) attributes of human–robot interactions
(HRI) significantly affect the attitude toward using service robots. Second, the attitude toward
using service robots significantly influences the experiential outcome and instrumental
outcome of meaningful engagement. Research limitations/implications This study highlights
two elements (i.e. functional and emotional) of HRI effectiveness using two metrics:
experiential and performance outcomes. Future studies should generalize the research
findings of service robots in the current study using a larger quantity of data from various
service fields. Originality/value As the first empirical study highlighting the customer
experience with service robots, this study opens up a feasible research direction for the
service industry to pursue in terms of conducting HRI studies from the view of customers. It
identifies a research model pursuant to customers' experience with HRI in creating
meaningful outcomes and it theoretically extends the SOR model to the hospitality study,
focusing on the HRI issue.

year: 2022

journal: Information Technology & People

authors: N/A

first_page: 1020

last_page: 1047

url: N/A

Summarized Abstract: - The study aims to investigate the aspects of service robot
interactions with customers that can lead to meaningful outcomes, focusing on functional and
emotional elements of AI service robots. - Utilizing the Stimulus-Organism-Response (SOR)
framework, the study collected 260 datasets from customers with experience in AI service
restaurants in China to examine the impact of emotional (perceived friendliness and coolness)
and functional (perceived safety and robot competence) attributes on customer attitudes and
meaningful engagement outcomes.

Future Research: - Future studies should aim to generalize the research findings of service
robots in various service fields beyond restaurants, using a larger quantity of data to enhance
the validity and reliability of the results. - Further research could explore additional
dimensions of human-robot interactions (HRI) beyond the identified emotional (perceived
friendliness and perceived coolness) and functional (perceived safety and robot competence)
attributes, to gain a more comprehensive understanding of how different aspects impact
customers' attitudes and meaningful outcomes.

Dependent Variables: - The study used attitude toward using service robots as a dependent
variable, which significantly influences the experiential outcome and instrumental outcome
of meaningful engagement. - The study also considered experiential and performance
outcomes as dependent variables to measure the meaningful outcomes of human-robot
interactions in the context of service robots.

Independent Variables: - The study examines the emotional elements of AI-powered

service robots, specifically perceived friendliness and perceived coolness, as independent
variables. - The study also investigates the functional elements of AI service robots, focusing
on perceived safety and robot competence, as independent variables.

Problem Statement: - The problem statement discussed in the paper is to empirically

investigate what aspects of service robot interactions with customers can lead to meaningful
outcomes in the view of customers. - The study highlights AI service robots' meaningful
outcomes as a viable research problem and proposes a research model utilizing the Stimulus-
Organism-Response (SOR) framework.

Methods Used: - The study utilized the Stimulus-Organism-Response (SOR) framework as

a research model to investigate the meaningful outcomes of customer interactions with AI
service robots. - 260 datasets were collected from customers who have experience with AI
service restaurants in China as an empirical approach to examine the functional and
emotional elements of AI-powered service robots.

Limitations: - The study acknowledges the limitation of utilizing only 260 datasets from
customers who have experience with AI service restaurants in China, indicating a potential
constraint in generalizing the research findings to other service fields or different cultural
contexts. - The paper suggests that future studies should aim to overcome this limitation by
collecting a larger quantity of data from various service industries to enhance the
generalizability and robustness of the research findings related to service robots' meaningful
outcomes.

Objectives: - Investigate the aspects of service robot interactions with customers that can
lead to meaningful outcomes from the customers' perspective. - Examine the functional and
emotional elements of AI service robots in terms of meaningful outcomes for customers.

Research Gap: - The study emphasizes the need for future research to expand on the
findings by including a larger quantity of data from various service fields, in order to
generalize the research findings of service robots beyond AI service restaurants in China. -
There is a call for further research to explore and understand the effectiveness of human-
robot interactions (HRI) in terms of experiential and performance outcomes, highlighting the
importance of delving deeper into the functional and emotional elements of HRI in creating
meaningful outcomes for customers.

Findings: - The study found that emotional attributes such as perceived friendliness and
perceived coolness, along with functional attributes like perceived safety and robot
competence, significantly impact customers' attitudes towards using service robots. -
Furthermore, the research revealed that the attitude towards using service robots has a
significant influence on both the experiential outcome and instrumental outcome of
meaningful engagement with AI-powered service robots.

Results: - The study found that emotional attributes such as perceived friendliness and
perceived coolness, along with functional attributes like perceived safety and robot
competence, significantly impact customers' attitudes towards using service robots. -
Furthermore, the research revealed that the attitude towards using service robots has a
significant influence on both the experiential outcome and instrumental outcome of
meaningful engagement with AI-powered service robots.

Conclusions: - The study found that emotional (perceived friendliness and perceived
coolness) and functional (perceived safety and robot competence) attributes of human-robot
interactions significantly impact customers' attitude towards using service robots. -
Furthermore, the research revealed that the attitude towards using service robots has a
significant influence on both the experiential and instrumental outcomes of meaningful
engagement with AI-powered service robots.

Population Sample: - The population sample size in the study was 260 datasets collected
from customers who have experience with AI service restaurants in China. - The sampling
method utilized in the study was empirical, where data was collected from customers who
have interacted with AI service robots in restaurants in China.
Case Study #20
publication_type: Journal Article

title: One-Voice Strategy for Customer Engagement:

volume: 24

number: 1

doi: 10.1177/1094670520910267

abstract: Machine-age technologies, including automation, robotics, and artificial

intelligence, are profoundly expanding the variety of service interfaces and therefore the
possible ways that customers and ...

year: 2021

journal: Journal of Service Research

authors: Jagdip Singh, Satish Nambisan, R. Gary Bridge, Jürgen Kai-Uwe Brock

first_page: 42

last_page: 65

url: N/A

Summarized Abstract: - Machine-age technologies such as automation, robotics, and

artificial intelligence are significantly increasing the range of service interfaces available to
customers. - These advancements are expanding the potential ways in which customers can
engage with businesses and receive services.

Future Research: - Investigating the impact of machine-age technologies such as

automation, robotics, and artificial intelligence on customer engagement strategies. -
Exploring the effectiveness of the One-Voice strategy in different industries and its potential
for enhancing customer satisfaction and loyalty.

Dependent Variables: - The study focuses on the impact of machine-age technologies, such
as automation, robotics, and artificial intelligence, on customer engagement. - The study
explores how these technologies are expanding the variety of service interfaces available to
customers, leading to new ways for customers to interact with businesses.

Independent Variables: - The independent variables used in the study are machine-age
technologies, including automation, robotics, and artificial intelligence. - These technologies
are expanding the variety of service interfaces and the possible ways that customers engage
with businesses.

Problem Statement: - The paper discusses the challenge of managing the increasing variety
of service interfaces due to machine-age technologies such as automation, robotics, and
artificial intelligence. - It addresses the need to find effective ways to engage customers
across these diverse service interfaces in order to enhance customer satisfaction and loyalty.
Methods Used: - Machine-age technologies such as automation, robotics, and artificial
intelligence are utilized to expand the variety of service interfaces available for customer
engagement. - The paper discusses the implementation of a One-Voice Strategy for customer
engagement, which aims to provide a consistent and unified experience across different
service interfaces.

Limitations: - The paper discusses how machine-age technologies such as automation,

robotics, and artificial intelligence are expanding service interfaces, but it does not
specifically mention any limitations associated with these technologies. - The paper focuses
on the benefits and possibilities of these technologies for customer engagement, rather than
highlighting any potential drawbacks or challenges.

Objectives: - Explore how machine-age technologies such as automation, robotics, and

artificial intelligence are expanding the variety of service interfaces available to customers. -
Investigate the impact of these technologies on customer engagement and the potential ways
in which customers interact with businesses.

Research Gap: - The paper does not specifically address the potential challenges or
limitations of implementing the One-Voice strategy for customer engagement. - There is no
discussion on the potential impact of machine-age technologies on job displacement or the
need for retraining of employees in the service industry.

Findings: - Machine-age technologies such as automation, robotics, and artificial

intelligence are significantly increasing the range of service interfaces available to customers.
- These advancements are expanding the potential ways in which customers can engage with
businesses and receive services.

Results: - Machine-age technologies such as automation, robotics, and artificial intelligence

are expanding the variety of service interfaces available to customers. - This expansion in
service interfaces provides customers with a wider range of possible ways to engage with
businesses and receive services.

Conclusions: - Machine-age technologies such as automation, robotics, and artificial

intelligence are significantly increasing the range of service interfaces available to customers.
- These advancements are leading to a wider array of possible ways for customers to engage
with businesses and receive services.

Population Sample: N/A