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EMAC 2019 Annual Conference

Augmented Service Interactions: Artificial Intelligence and Customer Engagement

Published: May 28, 2019


Ramazan Yavuz, Bogazici University


artifical intelligence; augmentation; customer engagement


Artificial intelligence (AI) transforms service interactions in unprecedented ways. Service-based customer-firm interactions related to AI exist as of now ranging from fully automated interactions (e.g. customer-machine) to traditional interactions that are augmented by AI (e.g. customer-human agent as enhanced by AI). Literature focuses on cases of AI that reshape service interactions, customer-firm strategies, and the impact of AI augmented interactions on broader marketing concepts of customer satisfaction, retention, and loyalty. The aim of this study is to explore how customer-firm interactions are augmented by AI in a context of call-centers and whether the ensuing interactions lead to customer satisfaction, loyalty, and engagement through an embedded case study. In order to benefit from AI, service firms need to understand where AI complements, augments, or replace service tasks. For AI to function properly towards creating customer engagement, feedback mechanisms which measure customers' direct and indirect engagement manifestations should be integrated to data.