Journal
JOURNAL OF SERVICES MARKETING
Volume 34, Issue 3, Pages 389-398Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/JSM-01-2019-0043
Keywords
Big data; Customer service; Robotics; Service strategy; Customer experience; Artificial intelligence; Services Marketing; Service Platforms; Service Experience; Consumer Decision-making; Bots
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Purpose This paper aims to document how AI has changed the way consumers make decisions and propose how that change impacts services marketing, service research and service management. Design/methodology/approach A review of the literature, documentation of sales and customer service experiences support the evolution of bot-driven consumer decision-making, proposing the bot-driven service platform as a key component of the service experience. Findings Today the focus is on convenience, the less time and effort, the better. The authors propose that AI has taken convenience to a new level for consumers. By using bots as their service of choice, consumers outsource their decisions to algorithms, hence give little attention to traditional consumer decision-making models and brand emphasis. At the moment, this is especially true for low involvement types of decisions, but high involvement decisions are on the cusp of delegating to AI. Therefore, management needs to change how they view consumers' decision-making-processes and how services are being managed. Research limitations/implications - In an AI-convenience driven service economy, the emphasis needs to be on search ranking or warehouse stock, rather than the traditional drivers of brand values such as service quality. Customer experience management will shift from interaction with products and services toward interactions with new service platforms such as AI, bots. Hence, service marketing, as the authors know it might be in decline and be replaced by an efficient complex attribute computer decision-making model. Originality/value The change in consumer behavior leads to a change in the service marketing approach needed in the world of AI. The bot, the new service platform is now in charge of search and choice for many purchase situations.
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