Tangible Service Automation: Decomposing the Technology-Enabled Engagement Process (TEEP) for Augmented Reality

Jonas Heller*, Mathew Chylinski, Ko de Ruyter, Debbie Keeling, Tim Hilken, Dominik Mahr

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

33 Citations (Web of Science)

Abstract

The rise of augmented reality (AR) technology, which overlays digital content to alter customers' views of a physical service setting, using mobile and wearable computing, drives the digital automation of physical services. In particular, it promises to achieve tangibility even in service encounters delivered in digital formats. However, customer engagement with AR is falling short of expectations. Managers lack an integrated framework of AR service automation and therefore tend to focus on the technology rather than on the process of customer engagement with AR service automation. To address this problem, the current study proposes a technology-enabled engagement process that integrates multiple stages of customer engagement, as a service-centric process. To establish that engagement with AR service automation requires the inclusion of service tangibility, as part of the process, the authors decompose the steps of interactive service engagement, the spatial presence of the service, customers' emotional and cognitive engagement with the service, and perceived value-in-use, which lead to emergent behavioral forms of engagement.
Original languageEnglish
Article number1094670520933692
Pages (from-to)84-103
Number of pages20
JournalJournal of Service Research
Volume24
Issue number1
Early online date23 Jun 2020
DOIs
Publication statusPublished - Feb 2021

Keywords

  • technology-enabled engagement process
  • augmented reality
  • engagement behaviors
  • service tangibility
  • service automation
  • CONSUMER BRAND ENGAGEMENT
  • CUSTOMER ENGAGEMENT
  • SELF-SERVICE
  • FUNDAMENTAL PROPOSITIONS
  • SPATIAL PRESENCE
  • USER ENGAGEMENT
  • PERCEIVED VALUE
  • INTERACTIVITY
  • SATISFACTION
  • FRAMEWORK

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