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Avatar-mediated service encounters: impacts and research agenda

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  • Kentaro Watanabe
  • Bach Quang Ho

Abstract

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

Suggested Citation

  • Kentaro Watanabe & Bach Quang Ho, 2023. "Avatar-mediated service encounters: impacts and research agenda," The Service Industries Journal, Taylor & Francis Journals, vol. 43(3-4), pages 134-153, March.
  • Handle: RePEc:taf:servic:v:43:y:2023:i:3-4:p:134-153
    DOI: 10.1080/02642069.2023.2169277
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    Cited by:

    1. Wang, Xiaoyi & Qiu, Xingyi, 2024. "The positive effect of artificial intelligence technology transparency on digital endorsers: Based on the theory of mind perception," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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