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The Future of Work: Understanding the Effectiveness of Collaboration Between Human and Digital Employees in Service

Research output: Contribution to Journal/MagazineJournal articlepeer-review

E-pub ahead of print
  • Khanh Le
  • Laszlo Sajtos
  • Werner Kunz
  • Karen Fernandez
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<mark>Journal publication date</mark>23/01/2024
<mark>Journal</mark>Journal of Service Research
Publication StatusE-pub ahead of print
Early online date23/01/24
<mark>Original language</mark>English

Abstract

The use of digital employees (DEs)—chatbots powered by artificial intelligence (AI)—is becoming increasingly common in the service industry. However, it is unclear whether collaborations between the human employee (HE) and DE can influence customer outcomes, and what the mechanisms behind such outcomes are. This research proposes and tests a theoretical model that explains how the communication of HE-DE collaboration in the form of interdependent behavioral cues can influence customer evaluations of the service they received from such a team. Five experimental studies involving a total of 1403 participants demonstrate that making HE-DE collaboration visible to customers during the service encounter can reinforce their perception of HE-DE team cohesiveness and service process fluency, driving satisfaction. The communication of coordination and team goal cues are two strong stimulants that strengthen such impressions. Further, this research also reveals that the HE-DE collaboration (vs. augmentation or substitution) appeals to customers thanks to their perception of a transparent process, which is induced through collaborative cues. This research provides theoretical implications for a transparent collaborative process between HE and DE and practical advice for firms seeking to integrate DE into their organizations’ workflows.