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Frontline Cyborgs at Your Service: How Human Enhancement Technologies Affect Customer Experiences in Retail, Sales, and Service Settings

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  • Grewal, Dhruv
  • Kroschke, Mirja
  • Mende, Martin
  • Roggeveen, Anne L.
  • Scott, Maura L.

Abstract

Human enhancement technology (HET) is advancing a host of industries, yet it remains limited in its retail, sales, and service applications. Soon, however, these technologies appear likely to have notable impacts on customer experiences. To address their potential influences on customer–employee interactions and the customer experience, this article leverages insights about the human–robot continuum to predict that a mid-range approach may be realistic for retail, sales, and service encounters (cf. pure robot range), at least in the near term. Furthermore, the authors detail the likelihood of both beneficial (elevated warmth and competence) and detrimental (dehumanization) mediating effects of HET on customer experiences. They also propose four moderators: information about the HET, gain/loss frames, persuasion ability, and strategic fit between HET and firm orientations. These insights suggest various implications and research directions pertaining to HET, as well as ways that these technologies might be used effectively in different industries.

Suggested Citation

  • Grewal, Dhruv & Kroschke, Mirja & Mende, Martin & Roggeveen, Anne L. & Scott, Maura L., 2020. "Frontline Cyborgs at Your Service: How Human Enhancement Technologies Affect Customer Experiences in Retail, Sales, and Service Settings," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 9-25.
    • Handle: RePEc:eee:joinma:v:51:y:2020:i:c:p:9-25
    DOI: 10.1016/j.intmar.2020.03.001
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    1. Shankar, Venkatesh & Kalyanam, Kirthi & Setia, Pankaj & Golmohammadi, Alireza & Tirunillai, Seshadri & Douglass, Tom & Hennessey, John & Bull, J.S. & Waddoups, Rand, 2021. "How Technology is Changing Retail," Journal of Retailing, Elsevier, vol. 97(1), pages 13-27.
    2. Noble, Stephanie M. & Mende, Martin & Grewal, Dhruv & Parasuraman, A., 2022. "The Fifth Industrial Revolution: How Harmonious Human–Machine Collaboration is Triggering a Retail and Service [R]evolution," Journal of Retailing, Elsevier, vol. 98(2), pages 199-208.
    3. Madiha Bendjaballah & Christian Dianoux & Sandrine Heitz-Spahn, 2022. "Vers une communication client/vendeur médiatisée par l'usage de l'instrument digital," Post-Print hal-03542762, HAL.
    4. Pelau Corina & Barbul Maria & Bojescu Irina, 2022. "A conceptual comparative approach on personal AI assistants and external service robots," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 16(1), pages 1466-1474, August.
    5. Eliseo Sciarretta & Riccardo Mancini & Emilio Greco, 2022. "Artificial Intelligence for Healthcare and Social Services: Optimizing Resources and Promoting Sustainability," Sustainability, MDPI, vol. 14(24), pages 1-9, December.
    6. Abhijit Guha & Dhruv Grewal, 2022. "How robots will affect the future of retailing," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 245-252, December.
    7. Petar Gidaković & Mateja Kos Koklič & Mila Zečević & Vesna Žabkar, 2022. "The influence of brand sustainability on purchase intentions: the mediating role of brand impressions and brand attitudes," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 556-568, November.
    8. Martin Mende & Stephanie M. Noble & Thomas Sugar, 2023. "From homo sapiens to homo superior? Wearable robotics as the platform for transhumanist marketing," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 757-766, July.
    9. Mostaghel, Rana & Oghazi, Pejvak & Parida, Vinit & Sohrabpour, Vahid, 2022. "Digitalization driven retail business model innovation: Evaluation of past and avenues for future research trends," Journal of Business Research, Elsevier, vol. 146(C), pages 134-145.
    10. Stephanie M. Noble & Martin Mende, 2023. "The future of artificial intelligence and robotics in the retail and service sector: Sketching the field of consumer-robot-experiences," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 747-756, July.
    11. Chang, Woojung, 2022. "The effectiveness of AI salesperson vs. human salesperson across the buyer-seller relationship stages," Journal of Business Research, Elsevier, vol. 148(C), pages 241-251.
    12. Roy, Sanjit K. & Singh, Gaganpreet & Sadeque, Saalem & Gruner, Richard L., 2024. "Customer experience quality with social robots: Does trust matter?," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    13. De Bruyn, Arnaud & Viswanathan, Vijay & Beh, Yean Shan & Brock, Jürgen Kai-Uwe & von Wangenheim, Florian, 2020. "Artificial Intelligence and Marketing: Pitfalls and Opportunities," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 91-105.
    14. Chang, Woojung & Kim, Kyoungmi (Kate), 2022. "Appropriate service robots in exchange and communal relationships," Journal of Business Research, Elsevier, vol. 141(C), pages 462-474.
    15. Francesc Fusté-Forné & Tazim Jamal, 2021. "Co-Creating New Directions for Service Robots in Hospitality and Tourism," Tourism and Hospitality, MDPI, vol. 2(1), pages 1-19, January.
    16. Ertugrul Uysal & Sascha Alavi & Valéry Bezençon, 2022. "Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1153-1175, November.
    17. Jean-Éric Pelet & Erhard Lick & Basma Taieb, 2021. "The internet of things in upscale hotels: its impact on guests’ sensory experiences and behavior [L’internet des objets dans l’hôtellerie haut de gamme : son impact sur les expériences sensorielles," Post-Print hal-04137824, HAL.
    18. Mariya Armyanova & Yanka Aleksandrova, 2022. "Artificial Intelligence System Problems and Opportunities to Solve Them with Design Patterns," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 11(2), pages 172-183, August.
    19. Manthiou, Aikaterini & Klaus, Phil, 2022. "The interplaying factors of the robotic tourism experience: The customer journey's touchpoints, context, and qualities," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    20. Erik Hermann & Gizem Yalcin Williams & Stefano Puntoni, 2024. "Deploying artificial intelligence in services to AID vulnerable consumers," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1431-1451, October.
    21. Krafft, Manfred & Sajtos, Laszlo & Haenlein, Michael, 2020. "Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 1-8.

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