Skip the AI-BOTs: let’s have real conversations in human-centric services

Abstract

Purpose This study integrates the theories of perceived value and human-robot interaction to develop a framework for examining the influence of artificial intelligence-based service chatbot’s (AI-BOT) attributes on user stickiness (US) in the context of human-centric services. The study specifically examines the mediating role of perceived competence (PC) in the association between AI-BOT attributes and the US. It also examines how perceived empathy (PE) moderates the correlation between PC and US. Design/methodology/approach The empirical data was collected through a self-administered questionnaire from 470 respondents with prior experience of interacting with AI-BOTs. The data was analysed using SMART-PLS by performing structural equation modelling. Findings The study found a positive and significant impact of selected AI-BOT attributes on US. Among all selected attributes, personalization had the strongest impact on PC and recommendations had the strongest impact on US. Responsiveness did not emerge as a contributory factor for generating PC. This paper confirmed the mediating role of PC among relationships between selected attributes and US but such mediation was minor. PE moderated the relationship between PC and US negatively. Originality/value This study provides novel insights by identifying that PE dampens the relationship between PC and US. Additionally, it provides a framework to stimulate the US for AI-BOTs by combining technical aspects (human-computer interaction theory) with value aspects (theory of perceived value) and by positioning constructs specific to human-centric services. All in all, the study offers a dual-layered perspective regarding value-in-use resulting in a comprehensive understanding of human-technology interactions during human-centric service encounters.