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The Impact of Conversational Agents on Humans in Services: Research Questions and Hypotheses

Author

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  • Bălan Carmen

    (The Bucharest University of Economic Studies)

Abstract

The research focused on conversational agents and chatbots is dominated by perspectives specific to computer science, engineering and social sciences. The fields of business, management and decision sciences are almost not represented. This paper aims to provide a starting point to the research on the impact of conversational agents on humans in services. To accomplish this purpose, several questions are raised and hypotheses are formulated for the research community. The approach of the topic is conceptual. The need for this perspective was uncovered by means of a literature survey that answered the question: “Did researchers studied the impact of conversational agents on humans in services?†. The findings showed that researchers have not published yet such studies. The paper formulates research questions and hypotheses in four major domains in which conversational agents impact humans in services. These domains are: human capital of service companies, service customer behaviour towards conversational agents, service customer interviewing; decision-making in service companies. The questions and the hypotheses formulated in this paper provide potential directions for further research in the field of services. This paper is among the first to formulate questions and hypotheses related to the impact of conversational agents on humans in the field of services with the aim to serve further research.

Suggested Citation

  • Bălan Carmen, 2018. "The Impact of Conversational Agents on Humans in Services: Research Questions and Hypotheses," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(2), pages 33-55, December.
    • Handle: RePEc:aes:icmbdj:v:1:y:2018:i:2:p:33-55
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    References listed on IDEAS

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    2. Berg, Andrew & Buffie, Edward F. & Zanna, Luis-Felipe, 2018. "Should we fear the robot revolution? (The correct answer is yes)," Journal of Monetary Economics, Elsevier, vol. 97(C), pages 117-148.
    3. Larivière, Bart & Bowen, David & Andreassen, Tor W. & Kunz, Werner & Sirianni, Nancy J. & Voss, Chris & Wünderlich, Nancy V. & De Keyser, Arne, 2017. "“Service Encounter 2.0”: An investigation into the roles of technology, employees and customers," Journal of Business Research, Elsevier, vol. 79(C), pages 238-246.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    conversational agents; chatbots; artificial intelligence; cognitive systems; services.;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L89 - Industrial Organization - - Industry Studies: Services - - - Other
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology
    • O39 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Other

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