Providing social support in technology-based service encounters: Activating intrinsic motivations to create better outcomes

This study explores how customers’ attitudes and preferences influence their interactions with virtual agents and human support across varying task complexities. Customers with a Positive Attitude towards Technology (PAT) demonstrate a clear preference for virtual agents that prioritize efficiency and minimal intrusion, aligning with their technological affinity and expectations for streamlined service. Conversely, individuals with a high Need for Human Interaction (NHI) derive significant benefits from social support, particularly in the context of simple tasks. Interestingly, for such straightforward interactions, the source of support—whether human or virtual—is less critical to satisfaction, provided the interaction meets the social needs of the customer. However, the dynamic shifts when tasks become more complex. In these scenarios, human support becomes indispensable for NHI customers, as virtual agents frequently fall short of delivering the interactional depth and nuanced understanding required for more challenging service exchanges. These findings highlight the importance of tailoring support systems to the affective and interactional preferences of customers. Businesses and designers of support systems should consider these distinctions when implementing virtual agent solutions, ensuring that such systems can accommodate the diverse needs of their users. By doing so, organizations can enhance user satisfaction, optimize support effectiveness, and foster stronger relationships with their customers. This research contributes to the broader understanding of human-technology interaction, offering practical insights for improving customer support strategies in an increasingly digital world.